In India, footwear brand Chupps has created a sandal-shaped billboard that is made to disappear over time.
The unique advertisement, which is located in Bandra Bandstand in Mumbai, is made from mud, hay, bamboo, cow dung and clay attached to bamboo frames.
The sandal has already begun to disappear, thanks to the unrelenting rain during India’s monsoon season.
According to design boom, Chupps hopes the gimmick will drive demand for its footwear, which it claims break down in the environment within 2 years of being discarded.