Description
In Uruguay, hundreds of billboards remain empty for an average of six weeks each year.
Jupiter, a household goods brand that sells aluminium foil, turned that unused media inventory into a campaign.
Insight: empty billboards visually resemble sheets of aluminium foil. Jupiter partnered with Publicartel to use those vacant billboard spaces and branded them using logo stickers instead of additional production.
This solved a practical business problem. Jupiter could access a high-impact medium it wouldn't normally be able to afford, while the media owner could generate revenue from inventory that would otherwise stay unused.
Between April and December, the campaign maintained an average presence of 16 billboards per month.
More than a visual metaphor, the work reframed media buying itself: not as buying full-price space, but as identifying and monetising inefficiency. The campaign met its objective by turning cost optimization into the main driver of reach and return.
This professional campaign titled 'Aluminium Billboards' was published in Uruguay in May, 2026. It was created for the brand: Júpiter, by ad agency: From. This OOH Outdoor medium campaign is related to the Household Products industry and contains 1 media asset. It was submitted 3 days ago by Creative Copywriter: Rafael Castromán of From.
Credits
Advertising Agency: From
Cofounder & CCO: Marcelo Waintraub.
Cofounder & Director : Bruno Petcho.
Creative Director: Rafael Castromán.
Art Director: Martin Belasques.
Operations Director: Joaquín Marqués.
Account Director: Cecilia Mujica.
Video editor: Simón Gauna.
Copywriters: Rodrigo Planel, Juan Sebastián Vallejo, Alejo Barrios.
Designers: Simón Gauna López, Atina Mantovani, Germán Cardozo.
Sr. Account Media Executive: Marcel Puyol.
Filmmaker: Nicolás Paulis.
Drone: Pablo Gonnet.
Case Creative Director: Gustavo Machado
Motion designer: Filipe Bogers
Designer: Bianca Takahashi
Director de Júpiter: Michel Podbereski.
Gerente Comercial Publicartel: Facundo Cruz Mescia.
