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  • How is ‘the world’s most boring billboard’ grabbing people’s attention?
  • How is ‘the world’s most boring billboard’ grabbing people’s attention?
    Sioo Wood Protection (2018) ©
CASE STUDY

SiOO:X: backing up brand claims with slow advertising

Just outside a mall in Malmö is a billboard unlike the thousands of others littered around the city. For 12 years, Sioo Wood Protection will display a mostly-plain panel of planks protected by its SiOO:X product, aiming to provide passersby with visible evidence of the brand’s long-lasting quality.

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