On a busy corner of Bangkok's Siam Square, a billboard has learned to invite a touch. YOUNGSTER BKK built it to launch the upgraded Hada Labo Premium Lotion, and in an age when machines can conjure a striking picture in seconds, the agency chose to offer something a picture cannot: a cheek that dimples under a fingertip and springs back when released. The gesture echoes the promise of the product's HAColliGEN formula, which speaks of bouncier, firmer-looking skin, so the experience of playing with the ad becomes a small lesson in what the brand hopes its customers will feel.
YOUNGSTER BKK's 'Bouncy Billboard' Lets Bangkok Poke the Ad to Launch Hada Labo Lotion
A billboard that asks you to reach out, and springs back when you do
Mark
So what is actually new here? Billboards have had gimmicks before.
Mimi
The novelty is that the touch carries the product message. The cheek dimples and springs back, and that mirrors the bouncier, firmer-looking skin the lotion promises.
Luke
Worth noting that the bounce is the brand's framing. HAColliGEN is described as marketed for firmer-looking skin. Nothing in the reporting tests what the lotion does.
Mark
Fair. Why does the AI line appear in the pitch?
Mimi
The argument is that an image can be generated in seconds, so looking is cheap. Getting someone to reach out is the harder brief the agency gave itself.
Luke
That's the agency's own rationale, though. It's a story about why they built it, not evidence that it worked.
Mark
Is there any evidence of how it's performing?
Luke
None in what we have. No counts of pokes, no run dates, no sales data.
Mimi
What we do have is the design logic. Each poke shows onlookers how to join in, and people can take turns, film it or call a friend.
Mark
So the crowd is part of the medium.
Mimi
Yes, and the location, Centerpoint Siam Square, puts it where people already gather.
Luke
Whether they actually gather around it is the open question.
Il Polso
- A giant close-up cheek at Centerpoint Siam Square dares passersby to reach out and poke it.
- The billboard answers the flood of AI-made imagery with a physical response no screen can copy.
- Each press dimples the surface and each release snaps it back, mirroring the HAColliGEN promise of bounce.
- Onlookers are invited to take turns, film the moment and pull friends into the crowd around the display.
- The campaign is moving out-of-home advertising from passive glances toward shared participation, though no results have yet been reported.
On a busy corner of Bangkok's Siam Square, a billboard has learned to invite a touch. YOUNGSTER BKK built it to launch the upgraded Hada Labo Premium Lotion, and in an age when machines can conjure a striking picture in seconds, the agency chose to offer something a picture cannot: a cheek that dimples under a fingertip and springs back when released. The gesture echoes the promise of the product's HAColliGEN formula, which speaks of bouncier, firmer-looking skin, so the experience of playing with the ad becomes a small lesson in what the brand hopes its customers will feel.
At Centerpoint Siam Square in central Bangkok, a billboard shows an extreme close-up of a face at street level, and its cheek is large enough to reach. Press a finger into it and the surface dimples. Lift the finger and the cheek springs back. The installation, called the Bouncy Billboard, was made by YOUNGSTER BKK to launch the 'Ultimate Upgrade' of Hada Labo Premium Lotion.
The agency faced a harder goal than earning a glance. It wanted people to stop, step closer and reach out. With artificial intelligence able to produce eye-catching images in seconds, a striking picture alone no longer stands out, so the team gave the billboard a physical response that an image cannot offer.
The response is tied to the product. The upgraded lotion's HAColliGEN formula is marketed for bouncier, firmer-looking skin, and that promise is built into the surface of the ad. The poke that makes the billboard fun also lets people feel what the brand means by bouncy skin.
Bystanders are part of the design too. The person pressing feels the bounce, and everyone else can see how to try it. People take turns, film the moment and call friends over. The source gives no figures on how many have touched the billboard, how long it will stay up or what it means for sales. What it does show is a move from advertising people simply look at toward advertising that depends on being shared, and whether that spreads depends on people filming, taking turns and bringing others along.
At Centerpoint Siam Square, in the middle of Bangkok, there is a billboard that wants to be touched. It shows an extreme close-up of a face at street level, and the cheek is big enough to reach. Press a finger into it and the surface dimples. Lift the finger and the cheek springs back.
The installation is called the Bouncy Billboard. It was made by the agency YOUNGSTER BKK to launch the 'Ultimate Upgrade' of Hada Labo Premium Lotion. The agency set itself a harder task than getting a glance. It wanted people to stop, step closer and reach out.
The brief had a particular backdrop. As the campaign material points out, artificial intelligence can generate an eye-catching image in seconds, so a striking picture alone no longer sets an ad apart. YOUNGSTER BKK's answer was to give the billboard a physical response that an image cannot offer.
That response is tied to the product. The upgraded lotion features a formula called HAColliGEN, and it is marketed for bouncier, firmer-looking skin. The agency built that promise into the surface of the ad. The gesture that makes the billboard fun to try also lets people feel what the brand means by 'bouncy skin'.
The design also works on bystanders. The person poking feels the bounce directly, while anyone watching can see exactly how to try it. People can take turns, film the moment on their phones or call a friend over to have a go. In a medium made to catch the eye from a distance, the agency made the audience's next move part of how the ad works.
The source gives no figures on results, such as how many people have touched the billboard, how long it will stay up or how it affects sales. What it does describe is a shift in approach, from out-of-home advertising that people simply look at to a version that depends on shared participation. What to watch is whether people film it, take turns and bring others along, since that is how the campaign is meant to spread.
Citazioni salienti
The agency gave its billboard a tougher brief: get people to stop, step closer and reach out.— Campaign Brief Asia, describing YOUNGSTER BKK's approach
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