TEXTILES.ORG
Mumbai, India-based footwear brand Chupps found a highly visible way to advertise the company’s commitment to simple footwear made from eco-friendly materials. It created a biodegradable billboard shaped like a sandal that was designed to disappear and dissolve in the rain.
Made from natural materials, the project was installed at Bandra Bandstand in Mumbai and had long disintegrated when it rained during the monsoon season. Chupp’s sandal-shaped biodegradable billboard was made by combining mud, hay, bamboo, cow dung, and clay. The mixture was built onto several bamboo frames, which held the display as it disintegrated; over time and with the rain, it broke down naturally.
The main visual element was a large three-dimensional sandal with the word CHUPPS across it in white lettering. This shoe form was integrated directly into the billboard’s flat surface, making it appear as part of the structure. The design mirrored the look of the company’s actual product. Passersby were able to see the billboard disappear in front of their eyes in real time, leaving the two bamboo pillars and lattice structure with the remnants of the biomaterials used to create it.
The company produces biodegradable footwear, so its shoes naturally break down within 24 months after being discarded. Chupps collaborated with the agency INTO Creative and built the biodegradable billboard shaped like a sandal that shared the same qualities as what they’re offering: materials that disappear over time.
The campaign carried a message about responsible design, that even advertising can be made to fit within natural cycles. Instead of remaining as waste, the billboard returned to the soil, leaving no permanent trace.