Everything Rust On This Poster In 30 Days… Except The Product

Everything Rust On This Poster In 30 Days... Except The Product

Austrian 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.

Everything Rust On This Poster In 30 Days... Except The Product

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.

Everything Rust On This Poster In 30 Days... Except The Product

The full experience is played out in a total of 30 days. For the first few days, the metal billboard seems to be blank.

Everything Rust On This Poster In 30 Days... Except The Product

However, as time progresses, it slowly begins to rust, ultimately forming the outline of a Tyrolit knife and the headline “FLAWLESS. FOREVER.” underneath.

Everything Rust On This Poster In 30 Days... Except The Product

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