To help launch Burt's Bees new Intense Hydration line of products, we created a new take on the tried and true before and after demo by showing it happen in real time on a billboard, all done using coupons as our Before. Customers could watch the transformation by removing coupons to reveal the 'after' image of a younger more beautiful face. The event was then filmed and used as a video to drive women to Facebook where they could redeem their own coupons. But that wasn't the end of the billboard's journey.
We then took the recyclable vinyl billboard and donated to an urban garden at The Durham School of the Arts where the students designed and built it to be used as a rain catchment system. The billboard is still there hydrating the earth to this day.