To promote their Intense Hydration range, Burt's Bees used their own consumers to reveal a before and after demonstration with an interactive billboard in Minneapolis, created with the company's go-to ad agency, Baldwin&.

This clever use of design and construction meant that the before image literally "flaked" away as viewers peeled off the skin of coupons attatched to the board, redeemable at local stockists. Eventually, all the coupons were removed and all that was left was a shiny, flat surface and a happy, smiling 'hydrated' after image.