The images above are for a campaign PHD Russia did for Rexona men's deoderant. The outdoor environment is very cluttered in Moscow, so to stand out, they turned around 50 billboards into 3D installations with a hand thrusting out from the canvas with the bottle of Rexona.
This production technique has been around for several years but isn't often used. The product awareness from this campaign apparently rose 40% which serves as a reminder that amidst all the talk of UGC, twitters, social networks and user experiences, there are still a lot of more 'traditional' opportunities for effective marketing communications out there.
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