Ad of the Day: Pee-activated pavement ads promote STI testing
VMLY&R collaborated with NGO Imagina Más during Pride celebrations in Madrid.
Peeing in the street might, for once, have some benefit. Working with equality, sexual health and diversity non-governmental organization Imagina Más, VMLY&R Health Spain has been taking STI awareness messaging to the streets of Madrid during Pride celebrations, with pavement ads that appear when urinated on thanks to special water-repellent technology.
The ‘Peeboards’ campaign encourages people to go to the company’s Instagram page for information and support about sexually transmitted diseases.
Javier Rodríguez de Santiago, executive creative director at VMLY&R Health Spain, commented: “‘Peeboards’ is an extraordinary campaign that combines creativity and innovation to raise awareness about STIs. By transforming something as simple as a pee in the street into such a timely and powerful message, we hope to inspire conversations and drive change in the fight against STIs for young people.”
Credits
Agency: VMLY&R Health Spain
Global head of craft: Natxo Díaz
Executive creative director: Javier Rodríguez de Santiago
Creative director and head of art: Leo Rincón
Creative supervisor: Eduardo Dominguez
Creative copywriter: Triana Sánchez Montesinos
Art director: Cristina Pascual
Motion graphics: Nicolás Sierra, Luis Lemes
Web developer: Robinson Buitrago
Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.