Billboard of Pegs That Only Works When the Sun is Out

An amazing example of innovative communication design, this billboard by New Zealand’s Clemenger BBDO won a Bronze Lion at this year’s Cannes. The billboard uses over 12,000 aluminum pegs on a white background to to create images using the sun instead of conventionally printed media. When there is no sunlight the billboard appears to be blank, but in the sunshine a sunbathing woman appears. The halftone image is ingeniously created by varying the lengths of the pegs, each casting different sized shadows to form the image as the sun moves across the sky. The simple tagline reads “makes sense when the sun’s out.” Considering the product being advertised is suncreen, this solution is not only incredibly innovative and rich in original concept, but completely relevant and appropriate.