White T-Shirt in German Playboy Ad Goes See-Through in Rain

By: Juan Carlos Bonilla - Published: Dec 17, 2007   Updated: Apr 20 2011 • References: thecoolhunter.net
Global warming is more on our radars than ever, and with this billboard in Germany, it seems everybody is praying for rain. While the ad is a bit old (it dates back to 2005), it's worth refeaturing.

When the interactive Playboy billboard in Germany comes in contact with water, due to bad weather, the woman's white-shirt becomes see through. This is definitely a risque marketing strategy, it certainly speaks to the target demographic that Playboy is intuitively after.

Implications - It would be interesting to see if a billboard this risque generates any kind of significant controversy in the local community. Needless to say, however, fans of Playboy will certainly find little to complain about. Stats for Rain-Reactive Billboards Trending: Older & Buzzing
Research: 13,070 clicks in 440 w
Interest: 3.2 minutes
Concept: Rain-Reactive Billboards
Related: 62 examples / 48 photos
Segment: Females, 35-55
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