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Panado bubbles on highways
A campaign for the new Panado effervescent tablet appears to dissolve in a real glass of water on four super signs in three major South African cities.
The giant glass is filled with genuine H2O that is given a bubbling effect by a pump behind the huge tablet. The creative collaboration was between Initiative Media and Draft FCB and celebrated by Continental Outdoor Media, which encourages and support innovation in OOH media.
There are two super signs in Jo'burg, one in Cape Town and another in Durban. The campaign can be seen (without the bubbles) on fifteen other Continental Citilites around the country.
