Tide Outdoor The Superhydrophobic Billboard by BBDO Moscow, Proximity Russia

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The Superhydrophobic Billboard

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Industry Washing powders & Detergents
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Russia
Agency BBDO Moscow
Agency Proximity Russia
Production Park Production
Released May 2014

Credits & Description

The superhydrophobic billboard dramatised Tide laundry detergent's effectiveness. Proximity & BBDO Russia built a simple white billboard with nothing on it but a logo. We covered areas of it with a transparent, superhydrophobic coating that repels liquid. Passers-by were then invited to throw paint at it, helping to reveal our product benefit: Tide's power to keep white clothes white. After the action, a pure white t-shirt appears on the billboard, outlined with splashes of paint.
Category: Cosmetics & toiletries
Brand: P&G
Agency: Proximity Russia and BBDO Moscow
Country: Russia
Adrian Ely / Creative Director (BBDO Russia Group)
Grigory Rakovskiy / Copywriter (BBDO Russia Group)
Jessica Preskey / Аrt-director (BBDO Russia Group)
Blazej Soniewicki / Client Service Director (BBDO Russia Group)
Anastasia Bulashchenko / Key Account manager (BBDO Russia Group)
Inna Zharova / Key Account manager (BBDO Russia Group)
Irina Lukashina / Print Production Manager (BBDO Russia Group)
Anna Chernaya / Producer Assistant (BBDO Russia Group)
Valery Gorokhov / Producer (BBDO Russia Group)
Ivan Oganesov / Director (Park Production)
Alexandr Polischuk / DOP (Park Production)
Maria Yakushina / Producer (Park Production)
Andrey Rubtsov / Producer (Park Production)
Krivorot Lyudmila / General Director of print production (LLC "Promo-Domini")