2013 Winners & Shortlists

Execution

An outdoors ad that uses special hydro-chromatic white ink and is sensitive to water in the form of rain – the ultimate manifestation of excess humidity, the very harm we needed to warn people against. At first, the ad looks like any other regular one, with a rather straightforward message, a product picture, and branding. But whenever it rains, the ad is transformed: the ink disappears, uncovering another layer that was previously invisible with images of mildew and fungi – a compelling demonstration of the hazardous results of excess humidity and an equally compelling analogy with invisible humidity. When the rain stops, the ink turns white again, and the ad is ready to take another group of drivers by surprise when it rains next.