Leo Burnett has created a rain-sensitive billboard for Max Factor cosmetics. The rain sensitive billboard features beautiful woman with perfect eyelashes. However, in rainy weather, one of those eyelashes runs mascara everywhere. Given that the effect takes place only when it rains, these billboards actually push their way into the arena of experiential advertising. As women find their own mascara running, they'll easily be able to connect with the clever campaign.
Implications - With contemporary consumers being bombarded with technology, many individuals are looking for more personalized campaigns. Bringing the human, animated side back into advertising or even product design is a great way to appeal to the everyday consumer looking for more of a connection with commodities.