A bold ad that's bound to attract attention; the skin-friendly billboard.
This billboard. advertising Garnier sun protection, was photographed in India. The billboard itself provides what the product does - protection from the sun.
The underlying message, of course, is that we can't stand under billboards all day so we need to have a sun-protecting cream to rub on our skin to allow us to move around like proper human beings.
Then there's the subliminal effect the girl under the billboard is experiencing. Suddenly she is cooler, she may feel a breeze, she is protected from the sun; in a hot country, just being under that billboard provokes a pleasant feeling. Don't we all want people to feel a pleasant sensation when they see our ads?
We mustn't forget the brave client who paid attention to their design agency. Imagine the scene in the boardroom:
"What? We put up a billboard on its side???"
Well, this is what happens when you dare to do something a bit different. You get people thousands of miles away blogging about your product, for one thing. When you think (I can't believe I'm going to use this dreadful phrase) "outside the box", your ads win awards. They get attention from all around the world. And remember, the billboard probably cost them no more than an ordinary billboard but, just because they decided to pay attention to their design company, they most certainly got their moneysworth.
So go on, I dare you. Be different.
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