Here is the outdoor campaign for the International Spy Museum:
These metro ads show that "Nothing is What it Seems" with international spy work... Some of the billboards include a SMS component where passersbys have been told "Your Cover's Blown" or "You've Been Spotted" and to text message either to Abandon or Carry On with the mission.
An interactive poster responds to movement, and as people walk by it, the images change "their disguises."
An associated print portion of the campaign includes secret messages: