Billboards around Westfield, London have been taken over to raise funds for and awareness of The Brain Tumour Charity.
Members of the public can pay £1 to play the world’s first mind controlled video game, which happens to be arcade favourite Pong:
The charity tweeted to say it won the space from Ocean Outdoor and has thanked agency M&C Saatchi for its involvement.
Details as to the mechanics behind the mind control element of the game are a bit light on the charity’s Twitter page, but overall, it seems to be going down nicely.