Will Proximity Russia and BBDO Moscow win a Lion? Here’s one of the group’s submissions.
The agencies took the age old product demo to the streets of Moscow. But first of all, they gave it a really fun twist that made Tide’s benefit stand out (literally and figuratively) for all to see.
A simple white billboard was erected in public places – apparently with with nothing on it but a logo. A t-shirt shaped area had been covered with a transparent, superhydrophobic coating that repels liquid.
Passers-by were invited to throw paint at it using balloon paint bombs and paint ball guns. As more and more paint splattered the billboard, the pure white t-shirt became visible. And the product’s benefit was revealed: Tide has the power to keep white clothes white.
Tide Case “The superhydrophobic billboard” from Ivan Oganesov on Vimeo.
Creative credits:
BBDO Russia Group:
Creative director: Adrian Ely
Copywriter: Grigory Rakovskiy
Art director: Jessica Preskey
Producer: Valery Gorokhov
Park Production:
Director: Ivan Oganesov
DoP: Alexandr Polischuk
Producers: Maria Yakushina & Andrey Rubtsov
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