“Everything gets washed away except memories”

To promote Kingston’s waterproof pen drive with 32 GB memory, we used sand as a medium. A stencil was created with the headline etched into it. This was then pressed at low tide near waterline on Mumbai’s Juhu beach, which attracts large crowds during weekends. Below this was the Kingston logo and product detail, printed on waterproof materials and mounted on a board that was affixed onto the sand.

When the tide started to come in, it covered the words, leaving only Kingston Waterproof Pen Drives behind.

When the water retreated, it washed away the headline, thus driving home the central message. This exercise was repeated over several weekends, at different spots on the beach. The result: a significant increase in enquires at dealer outlets, leading to heightened awareness of Kingston’s innovative products.

Credits:
Advertising Agency: Six Inches Communication, Mumbai, India
Creative Directors: Pravin Shah, Sanjay S
Art Director: Rutul Mistry
Visualizer: Sachin Rane
Copywriter: Richa Agarwal
Photographer: Nilesh Achrekar
Released: September 2008