Powerade with the help of Ogilvy & Mather setup several workout billboards in Berlin that apart from advertising the product, also doubled up as workout equipment to emphasize the brands attitude “You have more power than you think”.
People practicing their rock climbing, weight lifting and boxing skills on the unique billboards were also rewarded with some free Powerade to help replenish their electrolytes.
A glowing Audi A7 appears in mid-air on a city street at night. Then it fades. The “billboard” leaves nothing behind but steam.
The Audi A7 Sportback h-tron is built using zero emission fuel cell technology coupled with a hybrid battery and an electric motor in the rear. Due to this, the car gives out nothing but water vapour from its exhaust.
With such an innovative product, Audi teams up with German agency thjnk to create advertising that mirrors the product promise. A billboard that also leaves nothing behind.
Instead of explaining “nothing but water vapour,” the execution behaves like it. It turns a technical claim into a visible moment people can experience, photograph, and talk about.
What is the Disappearing Billboard?
An outdoor activation where Audi projects the A7 Sportback h-tron and message onto clouds of water vapour, creating a billboard that vanishes.
What is the connection to the car?
The A7 Sportback h-tron emits nothing but water vapour, so the advertising surface is also water vapour.
Where does it run best?
In busy city areas after dark, where the projected vapour image reads clearly and feels unexpected.
What is the core mechanism?
A timed projection onto water vapour that appears briefly and leaves nothing behind.
Who creates the work?
Audi with German agency thjnk.
German ad agency Thjnk and production studio I Made This teamed up to create a unique RGB Billboard that revealed different messages depending on the colored lights.
The billboard featured three different messages in three different colors. Cyan, magenta and yellow. At night, the billboard was lit up by red, green and blue (RGB) light bulbs, which made the different messages visible depending on the shining light bulb.
The red showed the cyan text. The green made the magenta text visible. And the blue light revealed the yellow text. With this simple visual trick, the billboard made the most of its limited space and embodied Ikea’s space-saving message.
The idea leans on a simple perception hack. You print multiple messages in different ink colors, then you control which one becomes dominant by changing the light color that hits the surface.
By switching between red, green, and blue lighting, the billboard effectively “filters” what you see. One physical surface. Multiple readable layers. No moving parts required.
IKEA’s promise often comes down to doing more with less space. This billboard does the same thing. It demonstrates the benefit while delivering the message. The medium becomes the proof.
It is also efficient. One placement delivers three messages, but it still feels coherent because the mechanism is consistent and easy to understand once you see it happen.
What is the IKEA RGB Billboard?
It is a billboard designed to reveal different messages depending on whether it is lit by red, green, or blue light.
Who created it?
German ad agency Thjnk and production studio I Made This.
How many messages did it contain?
Three messages, printed in cyan, magenta, and yellow.
What lighting was used at night?
Red, green, and blue (RGB) light bulbs.
Why was it a good fit for IKEA?
It demonstrated a space-saving principle by making one billboard placement do the work of multiple messages.
