There’s nothing better than watching unsuspecting members of the public fall victim to some elaborate, televised prank.

The North Face in South Korea decided to set up just that. Korean PR agency Innored set up a pop-up shop and invited customers inside to check out their products.

After a few minutes, the shop assistants snuck out the door leaving the customer alone. Then they pulled a trigger which suddenly let the shop floor drop away beneath them, leaving the customers with two choices: grab onto the climbing wall or fall into a padded pit.

Those that grabbed the wall were given 30 seconds to jump and grab a swanky North Face down jacket hanging from the ceiling in the centre of the room. You grab it, you get to keep it.

Great idea, no?

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