Nomad Places 'Invisible' Skateboarding Ramps Throughout Madrid
Lola Wants Skaters to Take Back Their City
Jan 20, 2014
Skateboarders are often made to feel like outcasts -- their sport is increasingly banned in almost all public places. To help inspire boarders, and encourage them to "take back" their city, skateboarding brand Nomad teamed up with Lola Madrid for an incredible, visual outdoor campaign called "Invisible Ramps." The campaign placed skateboarding ramps throughout the city -- except, they were painted to match their backgrounds, effectively blending into their surroundings. Because skateboarding is part of the city, and the city still belongs to them.
The idea reminds us of IBM's award-winning "Smarter Cities" campaign, which also used outdoor advertisements for a functional purpose -- turning them into shelters and ramps.