This ad particularly shocked me. I like the concept but didn’t get the way how it works. Here what it says:

During the first days, this is just a yellow billboard. But as time passes, the message (shape of the tube), written with UHU GLUE, starts to appear.
Pollution, dust, papers and other urban elements that flow over our heads will stick to the glue and give shape to the image. At the same time, this billboard communicates the brand and shows the benefit of the product.

The question is how and where they will get the dust? If they can get some one to do this it will be great. But it is very expensive.

However, I have a solution it could be used in the highway, so it will appear in the consequences of the 1,2, 3,4 and drivers or people who see it will understand that it is UHU Glue. It evokes interest in consumer and they start carefully waiting for the next picture. Finally they will see the brand and could make decision afterwards.

The credits go to (If any left ):

Advertising School: Miami Ad School Europe
Art Director: Frederico Gasparian

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