Calvin Klein
There’s nothing particularly creative about advertising women’s lingerie with a woman wearing that lingerie, and yet Calvin Klein refused to do the same old thing for the hundredth time. They came up with a creative way to advertise their product the good old way – which we all know works – while adding an exciting, 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. However, when it rains, the water-sensitive billboard, just like a real slipper gown, gets soaked and turns transparent, revealing the Calvin Klein lingerie underneath.