A. FILM
B. PRINT
C. OUTDOOR
D. RADIO
E. FILM CRAFT
F. DESIGN
G. DIGITAL & MOBILE
H. CREATIVE USE OF MEDIA
I. PR
J. MARKETING SERVICES
K. ADVERTISING CAMPAIGNS

C-04-04. THE SUPERHYDROPHOBIC BILLBOARD

AgencyBBDO Russia Group
Creative headAdrian Ely
Author of ideaGirgory Rakovskiy, Jessica Preskey
ProductTIDE GEL CAPSULE
DescriptionTide laundry detergent removes stains and brightens whites. To dramatise its effectiveness, we built a simple billboard with a really clear message. 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. After the action, a pure white t-shirt appears on the billboard, outlined with splashes of paint.
AdvertiserLTD "PROCTER & GAMBLE DISTRIBUTION COMPANY"
Team membersCreative director – Adrian Ely
Аrt-director – Jessica Preskey
Copywriter – Grigory Rakovskiy
Client Service Director – Blazej Soniewicki
Account manager – Anastasia Bulashchenko
Key Account Manager – Inna Zharova
Print Production Manager – Irina Lukashina
Assistant Producer – Anna Chernaya
Producer – Valeriy Gorokhov
Director – Ivan Oganesov
DOP – Alexandr Polischuk
Producer – Maria Yakushina
Producer – Andrey Rubtsov