Swedish Agency Stendahls Brags About How Boring Its Billboards Are

By Patrick Coffee Comment

Billboards are almost universally considered to be pretty boring unless they’re advertising something amazing like South of the Border, right?*

Sure. But a new effort from Stendahls of Sweden looks to prove that one particular billboard is even more boring than all the rest.

This idea only makes sense when considering the client: Sioo:X, maker of wood protection products. See, the agency wanted to create a billboard made of literal boards to demonstrate Sioo:X’s ability to protect outdoor wood surfaces and retain their “beautiful, natural silver-grey hue” for more than a decade, guaranteed.

The work also (we think?) plays into the idea that nothing exciting could ever happen in Malmö, Sweden.

As chief creative officer Martin Cedergren put it, “Twelve years’ worth of protection is almost too good to be true. Our mission was to prove it is for real. So we created a billboard made from real Sioo:x-treated boards and booked a triple-sided billboard for twelve years.”

And there’s a case study.

Now we just need to jump ahead in time twelve years to calculate that ROI.

*Kidding. Everything about South of the Border is completely awful.


Agency: Stendahls, Sweden
Chief Creative Officer: Martin Cedergren
Copywriter: Mikael Andersson
Art Director: Josefin Thor
Account Director: Jens Flensburg
Production Manager: Anna Lotto
Film photogragher: Jens Dohnberg
Graphic designer: Samuel Forsström
3D Artist / Motion: Carl Björndal