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.

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.

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

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