Leo Burnett's rain-sensitive cosmetic billboard

Advertising agencies are trying everything from window shopping to fiber-optic cement walls to LEDs outlining a building in order to catch the ever-wandering eye of the consumer. The Leo Burnett agency, a graphical genius of sorts, has its latest breakthrough concept plastered on a Max Factor cosmetic billboard. The pictured woman sports finely groomed eyelashes when kept dry, but rainy weather creates black runs akin to real life scenarios to presumably suggest that ladies should make haste in picking up the run-resistant flavor of makeup. So if you're trying to focus on important things like pedestrians and oncoming traffic while cruising through a torrential downpour, just make sure to not point and stare too awfully long.

[Via Core77]

[Alcaron @ Nov 15th 2006 1:49PM]

lol, ever-wondering

[Enzo @ Nov 15th 2006 1:51PM]

Ever wandering. Eyes wander, they don't wonder.

[thumbs @ Nov 15th 2006 1:56PM]

leo burnett is the name of the agency, not the guy resposible for the concept

[airpolgas @ Nov 15th 2006 2:03PM]

Ditto with thumbs. Leo died in 1971, but his legacy lives on. Very sick (read:great) flash site:

http://www.leoburnett.com/

[ariza @ Nov 15th 2006 2:12PM]

My favorite rain sensitive board is still the Toyota Tacoma board on the 405 in Los Angeles.

They had a 3D side profile of the truck on the board covered in some mud like substance. Once it started raining (dont ask me how they knew it was going to rain in LA) the mud started to wash off the truck revealing the shinny red truck underneath.

very clever

[Luke @ Nov 15th 2006 4:21PM]

Vaguely reminiscent...

http://www.amazon.com/Jennifer-Government-Max-Barry/dp/1400030927

[DG02 @ Nov 15th 2006 6:57PM]

Here's another take on the wet billoard concept...CAUTION - PARTIAL NUDITY

http://www.frederiksamuel.com/blog/2005/10/playboy.html

[andrea @ Nov 15th 2006 4:39PM]

I've been really struck by this ad that in my opinion is a proof that traditional media are alive and kickin' and far from dead as some internet gurus are stating nowadays.
if the web that is few years old is in its 2.0 phase, why not the same can be for billboards and other "non digital" ad forms?
yes, "billboards 2.0" is the caption for this photo (and the title of a post on my blog, but since it is in italian I will spare the link...).

[andrea @ Nov 15th 2006 4:41PM]

I've been really struck by this ad that in my opinion is a proof that traditional media are alive and kickin' and far from dead as some internet gurus are stating nowadays.
if the web that is few years old is in its 2.0 phase, why not the same can be for billboards and other "non digital" ad forms?
yes, "billboards 2.0" is the caption for this photo (and the title of a post on my blog, sorry it is in italian but here we go: http://barcode.blogsome.com/2006/11/14/billboard-20/).

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