There’s nothing better than a piping hot shower after a long day, especially as the cold starts to bite. But what if the shower could come to you, offering a moment to pause on your commute?
That’s the thinking behind the first digital out-of-home (OOH) campaign for body care brand Eos, which has turned billboards into showers to promote its Cashmere body wash range.
The Gen Z fave partnered with creative shop L&C to fog up 250+ digital billboards in cities like New York, Atlanta, Houston, and Phoenix.
Passersby will catch a glimpse of a person getting lathered up. As the steam clears, they’ll see into different characters’ “Windows of Self-Care,” whether that’s singing in the shower, doodling on the misty screen, or just taking a moment to reflect on the day. The fourth wall then breaks, and the ‘person’ inside the billboard will interact with people walking by.
The interaction intends to blur the line between “private indulgence and shared experience,” said Eos in a statement.
“We loved the idea of getting inside people’s shower psyches – seeing the dancing, the daydreaming, the discovery moments that happen when no one’s watching,” explained Carley Caldas, svp of marketing and creative at Eos. “There’s something so real and relatable about those private, playful routines. This concept felt instantly disruptive as an OOH moment.”
The campaign follows Eos’ body wash category debut in February, which it entered with a range of sweet scents, including shea butter and vanilla.
Per a recent Research and Markets report, the U.S. body-care category, which includes everything from washes to lotions, is worth around $16.18 billion. This value is expected to climb to $20.11 billion by 2030, with Gen Z driving the bulk of the growth at roughly 4.2% CAGR.