Turning beach bodies into walking billboards

adam&eveDDB London | Walls

Laws restricting advertising on the beaches of Rio de Janeiro means ice cream producer, Kibon, cannot advertise in the environment consumers want them most. As a result, Kibon’s sales were declining YoY, hitting double digits in 2023.

In 2024, the brief was to find a way to show up in a creatively impactful, culturally sensitive way where consumers wanted them most. That’s why we collaborated with two of Brazil’s most exciting young tattoo artists to develop a unique collection of real and semi-permanent tattoo designs with the aim of turning Brazilian’s beach bodies into walking billboards.

Skinvertising was a local phenomenon. We put Kibon ice cream on the skin of 4,000 beach goers harnessing tons of untapped ‘skinvertising’ space. The result? It gotus onto the news agenda and into the feeds of over 21.8 million Brazilians. For Kibon, this meant a +203% increase in sales growth compared with the same weekend the previous year.

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