Calvin Klein
There’s nothing particularly creative about advertising women’s lingerie with a woman wearing those lingerie, and yet Calvin Klein refused to do the same old thing for the hundredth time, and they came up with a creative way to advertise the product the good old way – which is proved to work – while adding an interesting, innovative twist.
On sunny days, it looks like another photo of a woman wearing a slipper gown – the one we’re used to seeing on billboards from the dawn of time, but when it rains, the water-sensitive billboard – just like a real slipper gown – gets soaked and turns transparent, revealing the Calvin Klein lingerie underneath.