Tyrolit, an Austrian leading manufacturer of abrasive products and drilling tools, partnered with JCDecaux on an innovative campaign to promote the launch of their new household range 'Tyrolit Life'.
Located in a high foot traffic area of Vienna, the special build featured a metal plate with the brand's logo. Parts of the large format started to rust after a few weeks and passers-by could observe the Tyrolit knife slowly unveiling.
Two weeks before the campaign, the rusting process was started by removing the protective layer on the metal plate, the main barrier to the corrosion. Salt water was also sprayed on the special build to speed up this process.
The metal was then entirely corroded, leaving only the knife visible. This campaign was very successful, captivating the eyes of all passers-by, and Tyrolit demonstrated that its products are designed to last a lifetime.
