Tide detergent installs a unique Superhydrophobic Billboard in Moscow

#AnAdvertADay #Day30

BBDO Moscow and Proximity Russia came up with a unique billboard in Moscow that highlighted Tide’s benefits in a very unique way.


To demonstrate the effectiveness of Tide laundry detergent, they created “The superhydrophobic billboard”. The team built a simple white billboard with nothing on it but a logo and installed it in a Moscow park. They covered areas of it with a transparent, superhydrophobic coating that repels liquid. Passers-by were then invited to throw paint at it, that lead to the product benefit being revealed: 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.


It’s becoming a marketing trend where brands come up with quirky, fun and exaggerated ways to highlight a particular benefit of the product. This technique works very well for the recall value amongst consumers and such ideas always come with great PR promise and a viral factor.

If there’s one thing that advertising teaches us, it is that you can say the same thing again and again, repeatedly,  as long as you do it in a different way.

What did you think of this campaign? The case video is below for you to watch.

#Day28 – Probably the best billboard ever by McDonald’s


In what might just be the best billboard ever, and I see it as the first of many, McDonald’s installed an interactive billboard that you could connect with via your smartphone. In order to connect to it, downloading an application wasn’t required. One could simply sign into a website via their browser to connect.

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Once connected, they had to choose which goodie they wanted to play for.


They could then play a game, real-time, with controls on their smartphones. As the game progressed, it got more difficult. If you completed the challenge, you would get a code on your phone that gave you directions to the nearest outlet where you could claim your prize.


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Digital billboards, augmented reality, playable posters, interactive vending machines and now this. Advertising never ceases to amaze and innovate. I see this a the first step to a trend in the industry that is going to take everyone by storm.

Below is the case film. It’s a pretty cool one!