Italian ad agency Publicis Milan executed an incredible OOH campaign. Publicis Milan has managed to create a massive billboard that is advertising for outdoor insecticide Orphea, by turning a billboard in the Italian city into a massive sticky insect trap. This execution by Publicis Milan is absolutely genius; whenever you create any form of interaction it is always a success, even if the interaction involves bugs.
In the beginning, the billboard looked like an image of the Orphea spray can, but as the days passed bug after bug stuck to the billboard, in the shape of the spray that would typically come from the can. Publicis Milan applied transparent non-drying glue to the billboard paper -- the bugs didn't stand a chance with the attractive lighting during the night hours. This was a great execution displaying how effective the brand will be for taking care of bugs.
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Concept: Publicis Milan
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Segment: Neutral, 18-55+
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