08.02.2005

Design

Minimalist Billboard

Sounds like an oxymoron, I know, but I did stumble upon a billboard ad with a witty concept and minimalist execution. Winner of the Cannes Lions Live Bronze award for outdoor advertising, this billboard for a suntan lotion was meticulously constructed with 12,148 pegs of varying heights which, on a sunny day, cast shadows that collectively reveal the image of a sunbather. Love the execution though not sure about the application. It seems that the idea would have been better suited for a street-level location so that people can more closely examine the ad and get the conceit. Nevermind that the billboard only clearly communicates the message when the sun is out.

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