To reach this objective and our target audience, we developed an series of billboards that were engaging & relevant for skaters, but also for any citizen who enjoys the city. An outdoor campaign that could work for events, ambient but also out-of-home. The insight that "skateboarding belongs to the city, so the city belongs to the skaters" shaped the outdoor idea and is at the heart of the whole experience. This insight encourages participation and involvement from all targets – skaters and ordinary people.

With all this information and insights, the team decided to create a series of billboards like skateboard ramps.

With all this information and insights, the team decided to create a series of billboards like skateboard ramps.

NOMAD INVISIBLE RAMPS.

A new type of outdoor campaign that took the communication of the brand to a whole new level.

A billboard campaign composed of a series of ramps camouflaged within the city. So that skaters could ride all day and enjoy those public places that originally belonged to them. And so they did. Every day, hundreds of skaters from all over Madrid came to ride the ramps and have fun in places that were usually forbidden for them.

The strength of the execution is that it's a living statement of the brand. And not a mild one.

It is also visually impactful, with a strong elegant design and a message that inspired skaters to spend hours and hours riding our billboard.

Each of the 3 ramps were ridden by more than a thousand skaters during the week of the activation.

More than 3,000 skaters came to the closing event and the ramps were covered by some of the most important skateboarding media in the world, including Trasher magazine, The Revelry and Concrete magazine.

The video reached more than a 100,000 views in a few weeks and professional skaters from 17 different countries wrote to the brand asking for sponsorship.