Burt's Bees: A Natural Before & After, 1

Credits & Description:

To show the hydrating effects of the all-new Intense Hydration face care line from Burt's Bees, we re-imagined the typical "Before & After" demonstration by constructing a billboard using thousands of coupons.
Then we let the power of curiosity take it from there.
To learn more about Intense Hydration's natural powers - and to get your own $3 off coupon - visit facebook.com/burtsbees.
(Coupons printed on post-consumer recycled content. Billboard printed on recyclable nylon)
Client: Burt’s Bees, Durham, N.C. http://www.burtsbees.com
Agency: Baldwin&, Raleigh, N.C. http://www.baldwinand.com
New line: Intense Hydration (five skin moisturizing products)
Execution: “A Natural Before and After.” 1:35 online video
One recent early morning, an 11’ x 6’ billboard for the as-yet unannounced Intense Hydration line went up across from a Minneapolis farmers’ market—its image, of a woman with radiant skin (the “after”), covered up by 1300 $3-off coupons, face down, their backs creating a composite image of the same woman’s face, but “dry and flaky” (the “before”).
Over the day, as passers-by tore off the coupons one by one, time lapse photography turned the entire process into a 40-second, reimagined (and oddly pixelated!) before-and-after video demo.
CDs: David Baldwin, Bob Ranew
AD: Shaun Sundholm
CW: Chad Temples
Agency Prod.: Cathy Wilson
Prod. Co.: Steady Film Productions, Raleigh, N.C.
Dir./D.P./Editor: Joshua Steadman
Camera/Grip: Tyler Northrup
Print photog: Jim Erickson, Petaluma, Calif.
Billboard construction: Street Factory Media, Minneapolis
Breaks: October