To promote Kingston's waterproof pen drive with 32 GB memory, they used sand as a medium. A stencil was created with the headline etched into it. This was then pressed at low tide near the waterline on Mumbai's Juhu beach, wich attracts large crowds during weekends. below this was the Kingston logo and product detail printed on waterproof material and mounted on a board that was affixed onto the sand. When the tide started to come in, it covered the words, leaving only Kingston Waterproof Pen Drives behind. When the water retreated, it washed away the headline, thus driving home the central message. This exercise was repeated over several weekends, at different spots on the beach.
Agency: Six Inches Communication Mumbai, India.