Outdoor sport brand EVOC wanted to highlight their backpacks liteshield protective technology which provided users the perfect shock absorption while giving great wearing comfort.
So their agency Publicis Munich created a billboard where people could experience the shock absorbing effects of the EVOC backpack. The billboard was also connected to Facebook so that people test-punching the backpack were photographed and uploaded to the EVOC Facebook page.
The hardest recorded punch measured an impressive 11.30 kN.