• by Fern Siegel , 4 hours ago

The Gen Z personal care brand eos has turned billboards into visual showers. 

It first DOOH campaign by creative agency L&C is running across 250 billboards in various cities, including New York, Atlanta, Houston and Phoenix. It shows a woman showering inside a fogged-up billboard to promote eos bath products.

The interactive part — the actor in the ad reminds people walking by that a fun shower awaits at home with Cashmere Body Washes. The focus is self-care.

Different ads highlight different scents, such as vanilla cashmere, fresh & cozy, pink champagne and coconut waters. 

“We loved the idea of getting inside people’s shower psyches — seeing the dancing, the daydreaming, the discovery moments that happen when no one’s watching,” said Carley Caldas, SVP of marketing-creative at eos. “There’s something so real and relatable about those private, playful routines.” 

The month-long campaign runs through Nov. 20 and features four 10-to-15-second digital spots. 

“This campaign is literally about seeing yourself in that steamy glass-singing off-key, taking a breath, reconnecting with you,” added Juliana Laborde, creative director at L&C. “And if it makes someone smile — or crave a shower — that’s a win.” 

L&C's additional client work includes Dole, ABinBev, GE and Opendoor.