GATORADE
Urinads
“URINADS” is an innovative billboard design for the Buenos Aires’ Marathon & Half-Marathon. We mixed restrooms and traditional OOH ads to create a hydration test, and generated awareness about proper hydration. Generating a direct impact on runners to improve their performance.
It uses a color scale that shows hydration levels according to urine density color. If urine is clear, they are ready to run; if darker, they need to hydrate.
AWARDS
El Ojo - Silver and Bronze
Creative Circle - Bronze x2
