Really nice idea from France,

‘On the Internet, getting rid of unsollicited pop-ups is pretty easy: A basic pop-up blocker does the trick. In real life, things are a tad more complicated. On one hand, it is virtually impossible to interact with the old-fashioned media. And on the other hand, it is not in the interest of either billboard operators nor brands to allow passers-by to click their way out of the sacred media exposure.’

www.pop-down.blogspot.com