The skincare brand Nivea has rolled out an innovative campaign in Rio de Janeiro, Brazil, to promote Nivea sunscreen products. The billboard can only be seen when the sun is shining!
How is this possible? Well, agency AgenciaClick Isobar enlisted the help of artist Simon Fernandez, who used about 1 million little white beads that change color when exposed to the sun's UV rays to create a giant billboard image. The image is of a lady sunbathing at the beach, with the tagline "Viva o verao de perto" ("Make the most of sumer"). The tagline itself is all white and covered with Nivea sunscreen -- at night, only the tagline can be seen while the rest of the billboard is blank.
Solar-Activated Billboards
Nivea Sunscreen Advertisement Can Only be Seen With Sunlight
Trend Themes
1. Interactive Outdoor Advertising - Create billboards or displays that require specific environmental conditions, such as sunlight, to be visible, enhancing audience engagement.
2. Innovative Material Applications - Explore the use of specialized materials, like UV-reactive beads, to create dynamic and interactive visual experiences in advertising.
3. Ephemeral Marketing - Embrace temporary or transient campaigns that can only be experienced or seen during specific moments or conditions, creating a sense of exclusivity and novelty.
Industry Implications
1. Advertising and Marketing - The advertising and marketing industry can leverage solar-activated billboards to develop unique and attention-grabbing campaigns for clients.
2. Skincare and Cosmetics - Skincare and cosmetics companies can explore the use of innovative materials and technologies, like UV-reactive beads, to enhance their product promotions and differentiate themselves in the market.
3. Outdoor Media - Outdoor media companies can embrace new forms of interactive advertising that rely on specific environmental conditions, like sunlight, to create memorable and engaging experiences for viewers.