# Slowly Rusting Metal Billboards TYROLIT Finds a Thematically Appropriate Way to Boast Its Product By Kalin Ned | Published 2019-05-23 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/metal-billboard References: [designtaxi](https://designtaxi.com/news/404769/Knife-Brand-s-Clever-Ad-Slowly-Rusts-To-Reveal-Its-Cutting-Edge-Product/) & [heimat.wien](http://www.heimat.wien/?utm_source=DesignTAXI&utm_medium=DesignTAXI&utm_term=DesignTAXI&utm_content=DesignTAXI&utm_campaign=DesignTAXI#heimat) Manufacturer TYROLIT showcases the extreme durability and high performance of its product with a mysterious metal billboard. Executed in collaboration with ad agency Heimat Wien Austria, the marketing technique is meant to draw consumer attention to TYROLIT's Iceline knives. Unlike traditional billboard-based campaigns, this one does not make a permanent imprint on consumer consciousness immediately. In fact, the activation is quite sensitive to time. The full experience is played out in a total of 30 days. For the first few days, the metal billboard seems to be blank. However, as time progresses, it slowly begins to rust, ultimately forming the outline of a TYROLIT knife and the headline "FLAWLESS. FOREVER." underneath. This is most definitely an incredibly clever campaign that surely captures the attention of passers-by. ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 82% | Activity: 86% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### What's Driving This Trend - **Slow Rusting Billboards:** Opportunity for marketers to create unique and eye-catching advertising campaigns that develop over time. - **Time-sensitive Activations:** Potential for marketers to use the element of time to create interactive and engaging advertising experiences for consumers. - **Mysterious Marketing Techniques:** Opportunity for marketers to create intrigue and curiosity around their brand by using unconventional and cryptic marketing techniques. ### Who This Affects Most - **Advertising:** Opportunity for advertising agencies to develop new and innovative campaigns that capture consumer attention. - **Marketing:** Opportunity for brands to adopt a more creative and unconventional approach to marketing their products. - **Outdoor Advertising:** Opportunity for outdoor advertising companies to offer unique and memorable advertising experiences to brands using innovative techniques. ## Related on Trend Hunter - [Flame-Grilled Billboards](https://www.trendhunter.com/trends/flame-grilled-billboard.md) - [Deserted Island Billboards](https://www.trendhunter.com/trends/silk-spice1.md) - [AI Sun Care Billboards](https://www.trendhunter.com/trends/burnable-billboard.md) - [Otherworldly Fashion Brand Billboards](https://www.trendhunter.com/trends/vollebak-mars-billboard.md) - [World-Class Billboard Ads](https://www.trendhunter.com/trends/corona-sun-activated-billboard.md) - [Cheeky Electric Vehicles Ads](https://www.trendhunter.com/trends/koda-hijacks-competitors.md) - [Playful Creative Design Billboards](https://www.trendhunter.com/trends/3d-billboards.md) - [Sensory Outdoor Posters](https://www.trendhunter.com/trends/scratchandsniff-ooh-campaign.md) - [Provocative Guerrilla Campaigns](https://www.trendhunter.com/trends/mwcurated.md)