Red Bull collaborated with Studio Moross to create a large, eye-level billboard to promote Jessie Ware‘s debut album Devotion. The interactive billboard was covered in dots and fans were invited to help fill them in to reveal an image of the singer’s face. The artwork developed over a day, and those contributing also got to listen to the new music.
This is a creative way to engage fans and then the larger public with a unique outdoor ad that doubles as a large-scale art installation. It promotes the album, while also encouraging the public to get involved. The billboard will be on display until August 26th in London’s Broadway Market and you can click through to see photos below: