Tide's 'Superhydrophobic Billboard' Launches Moscow Splatterfest

BBDO Moscow and Proximity Russia have been getting down and dirty in their campaign for Tide laundry detergent. 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, helping to reveal theproduct 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.

Credits:

Adrian Ely / Creative Director (BBDO Russia Group)

Grigory Rakovskiy / Copywriter (BBDO Russia Group)

Jessica Preskey / Аrt-director (BBDO Russia Group)

Blazej Soniewicki / Client Service Director (BBDO Russia Group)

Anastasia Bulashchenko / Key Account manager (BBDO Russia Group)

Inna Zharova / Key Account manager (BBDO Russia Group)

Irina Lukashina / Print Production Manager (BBDO Russia Group)

Anna Chernaya / Producer Assistant (BBDO Russia Group)

Valery Gorokhov / Producer (BBDO Russia Group)

Ivan Oganesov / Director (Park Production)

Alexandr Polischuk / DOP (Park Production)

Maria Yakushina / Producer (Park Production)

Andrey Rubtsov / Producer (Park Production)

Krivorot Lyudmila / General Director of print production (LLC "Promo-Domini")