The Disappearing Billboards

In an increasingly crowded marketplace, brands are looking for new ways to stand out and be remembered. To raise awareness about the car brand’s new ultra-fuel-efficient h-tron engine technology, which it claims emits nothing but steam, Audi has collaborated with creative agency thjnk on a campaign featuring billboards made entirely from water vapour. The ephemeral campaign creates a lasting impression and is achieved by projecting images onto the fine spray in the spirit of our Ephemeral Foam design direction – a clean campaign for a clean concept. 

The Big Picture: In Whole-system Thinking we look at brands using waste materials as an area of opportunity by converting them into energy and materials, or in this case, an advertising platform.