This Airline Billboard Makes No Sense, Until You Look at It From a Different Angle

Candy for your Instagram Stories

Billboards don't often host the most imaginative executions. Still, one in the financial district of Bordeaux, France, may well be worth an Instagram photo.

Agency Buzzman erected an EasyJet billboard over the city's water mirror, a massive shallow pool across which people can walk. At over 32,000 square feet, seated over a giant slab of granite and outfitted with occasional misting effects, the tourist attraction sits between two quays and across from the Place de la Bourse, and is listed as a World Heritage Site by Unesco. It's pretty much compulsively photographable. 

The billboard makes use of an angle overlooking the pool and is illegible when read directly. Only when you gaze into its reflection in the water do the words leap to life: "Bordelais, the sky is at your feet. Over 30 destinations leaving Bordeaux."

A contest hashtagged #UpsideTown will invite users to photograph the ad in-situ; the person who takes the most beautiful shot will win round-trip tickets for two to a destination they choose. Given the billboard's size, it's relatively hard not to get it in-shot, so you might as well just toss the hashtag in and call it a day. 

The billboard will be up throughout the month of October.

CREDITS 
EasyJet
Head of Marketing Northern Europe: Anne-Marie Goldenberg
Marketing Manager France: Ombline Delepoulle
Marketing Executive France: Marie D'Hoir

Buzzman
President and Executive Creative Director: Georges Mohammed-Chérif
Vice President: Thomas Granger
Managing Director: Julien Levilain
Creative Directors: Julien Doucet & Lilian Moine
Artistic Directors: Alice Lobel & Gaspard Manguette
Copywriters: Alice Lobel & Gaspard Manguette
Head of Account: Loïc Coelho
Account Executive: Sacha Hanras
Head of Social Media: Loris Bernardini
Social Media Consultant: Robin Delepine
Head of PR & Communication: Amélie Juillet
PR & Communication Manager: Paul Renaudineau
PR & Communication Assistants: Nina Barbanel & Clémentine Eouzan
Rights Management: Dee Perryman
Head of TV Production: Vanessa Barbel
Print Production: Fany Maupou
Production: Assya Mediouni
Photographer: I.MAGE Production