With its fashionable bald head and futuristic sunglasses, Planetario Galileo Galilei perfectly goes with the purpose here. Built in 1967 by the architect Enrique Jan, the planetarium is an iconic building in the city of Buenos Aires. The headphones, however, change the cold and solid appearance of the builidng into an cartoonish personage. Some would argue that one should not use these highlights of Modernism for lousy advertising. We all know that brands like to use the urban space as a canvas for their messages, so why not do it in a funny way?