The billboard, made of mud, hay, bamboo, cow dung and clay, was mounted on bamboo frames. The main element was a three-dimensional sandal, sculpted from clay and mud, with the white inscription CHUPPS. It was integrated into the plane of the billboard, forming a single sculptural composition, write Designboom.
Photo: Chupps / INTO Creative Agency
"100% biodegradable. Just like this billboard," the poster under the installation read.
The project aims to showcase the brand's philosophy of producing eco-friendly shoes that completely decompose within 24 months of use. The billboard became a visual extension of this idea - a symbol that even advertising can be part of the natural cycle.
Photo: Chupps / INTO Creative Agency
During the dry season, the structure remained stable, but on October 16, 2025, with the onset of the monsoon, the layer of mud began to soften and crumble. Gradually, the outlines of the sandal disappeared, and later the entire plane of the shield, leaving only the bamboo supports and remnants of natural materials.
The project was created in collaboration with the creative agency INTO Creative.
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