VH1 wanted to drive awareness for the season premiere of their unconventional reality show Dating Naked: Playing for Keeps. So, we created a billboard to suit that prompted consumers to strip it down to celebrate and win series-related prizes. People were invited to post socially using #DatingNaked and peel a panel off the board to win a gift from VH1. Each tab removed ‘undressed’ the cast members and revealed new underlying creative.

The reverse side of the billboard featured a socially connected photo integration with the Nudifier app which showcased the subjects [censored] in the buff without ever having to remove an item of clothing. The Billboard lived in its “stripped” state for (2) weeks following the interactive event date to ensure everyone know where to tune-in and when, both key objectives for VH1.