Tide: Tide Outdoor Advertising by Proximity Russia and BBDO Moscow

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.