In 1962, Jean Philippe de Bologne, on the back of his success with the French bicycle company in Deauville, was approached by the chairman of the winter Olympics for Oslo.
Jean Philippe took on the job to bolster the publicity for the games by creating a number of aerodynamic cabinets across France. A wind generator was installed in each glass cabinet, capable of simulating winds up to 50 miles per hour, and the cabinets themselves were kept one degree below freezing and filled with ice and snow. In each town, an Olympic skiing contestant would demonstrate skiing skills inside each cabinet.
Hundreds of onlookers, who wouldn’t necessarily attend the games, came to see the Olympic skiers thrust forward by the wind generators in sub zero conditions, simulating skiing techniques. The publicity was phenomenal, in fact far greater than even Jean Philippe could have imagined, and is now believed to be on the first and best examples of guerrilla marketing.