eos Turns Digital Billboards into Steamy Showers

Ever wish you could just teleport straight into the shower after a long day? eos Products, the unapologetically fun gen z personal care brand, just made that dream a little more real - by turning billboards into showers.

In its debut Digital Out-of-Home campaign, eos partnered with award-winning creative agency L&C to transform one of life’s simplest pleasures into an unexpectedly intimate moment in motion. Across 250+ digital billboards in cities including New York, Atlanta, Houston, and Phoenix, passersby are getting a glimpse of something surprising: a person showering inside a fogged-up billboard.

As the steam clears, they’re met with unexpectedly intimate and joyful moments - someone indulging in the kind of self-care we all crave after a long day. The illusion breaks the fourth wall as the person inside the billboard playfully interacts with people walking by, reminding everyone that a blissful shower is waiting for them at home - with eos body wash.

The campaign celebrates eos’ line of Cashmere Body Washes, featuring cult-favourite scents like Vanilla Cashmere, Fresh & Cozy, Pink Champagne, and Coconut Waters. Each execution captures a unique shower moment. Coconut Waters features the shower singer - someone giving their own concert as they lather. Pink Champagne is captured through the roommate who 'borrows' the body wash indefinitely because it’s just too good to give back. Fresh & Cozy portrays the person unwinding after a long day, finally finding a moment of peace under the warm water. And Vanilla Cashmere captures a playful gesture - a heart drawn on the fogged glass - evoking the joyful, carefree feeling of showering with your favourite body wash.

“We loved the idea of getting inside people’s shower psyches - seeing the dancing, the daydreaming, the discovery moments that happen when no one’s watching,” said Carley Caldas, SVP of marketing and creative at eos. “There’s something so real and relatable about those private, playful routines. This concept felt instantly disruptive as an OOH moment.”

By bringing a personal self-care ritual into the public space, eos and L&C flipped traditional OOH on its head. The interactive illusion blurs the line between private indulgence and shared experience, offering a little moment of reflection - or self-love - on your daily commute. The result: a billboard that feels less like an ad and more like a window into self-care.

“This campaign is literally about seeing yourself in that steamy glass-singing off-key, taking a breath, reconnecting with you,” said Juliana Laborde, creative director at L&C. “And if it makes someone smile - or crave a shower - that’s a win.”

The campaign supports eos’ bold leap into the body wash category, which the brand entered earlier this year. Since its launch, eos Body Wash has driven 25% of total category growth (Nielsen), quickly earning its place as a new shower essential among gen z and millennials.

The month-long campaign launches October 20th with 4x 10-15 second digital video ads across major markets, each dedicated to a scent story.