At JSD Agency, we don’t just create ads—we craft immersive experiences. Our latest activation for WindMar Home, Puerto Rico’s leading solar energy company, is a perfect example of how we push the boundaries of traditional advertising.
WindMar approached us with a straight-forward task: put up a billboard that everyone would notice. Simple enough. But at JSD, we don’t just meet expectations—we exceed them
Faking it
Our team saw a unique opportunity with El Vertedero, an infamous location in Puerto Rico that captures the attention of 240,000 drivers every day. With such high exposure, it’s one of the island’s top spots for impactful brand placement. But just slapping a billboard up wasn’t enough for us. With OOH ads running around $25,000 per month for a two-year contract, we wanted to make sure this investment went further by pushing the creative envelope.
Instead of sticking to a traditional billboard, we embraced the “Fake Out of Home” (FOOH) trend, where brands create limited-time, high-impact content that transcends its physical form and thrives in the digital world.
We didn’t want our message to simply disappear after the drive ended. Our goal was to create a spark—something that would keep spreading organically through shares, conversations, and viral buzz. We sought to blur the lines between the real and the digital, crafting an experience that felt both tangible and digitally viral.
“How exactly do billboards like these get to El Vertedero?”
It’s a question many Puerto Ricans may have wondered, but no one had really asked. That curiosity is exactly what we knew would spark conversation.
So, we leaned into it. We staged a stunt where a helicopter appeared to “transport” the billboard to its new location. We released a cleverly edited video of someone “capturing” the moment, showing the helicopter seemingly flying the billboard into place. The very next day, the billboard was there—making it look like the absurd, over-the-top scenario had actually happened.
Made it
This stunt was as bold as it was unconventional, and it worked. People were talking, sharing, some of them could call it a bluff. But incredibly, many believed it was true. But whether you were on team “Fake news” or “Believe”, we achieved our goal: people engaged with the brand.
Strategic Digital Launch with Micro-Influencers
To amplify the activation, we partnered with key influencers: Yizette Cifredo, Bryan Villarini, and Deplaymaker. These influencers were carefully selected for their ability to connect with niche markets that aligned perfectly with our target audience. Rather than launching the video through WindMar’s own channels, we let these influencers lead the conversation, creating a more organic and authentic feel.
The result? We reached three distinct market segments with one video, igniting engagement and sparking conversations across social media.
Bringing it All Together
By integrating digital trends, influencer marketing, and physical advertising, we truly faked it until we made it. Not only did we elevate WindMar Home’s brand presence in a competitive market, but we turned a simple billboard into a viral conversation starter—cementing the brand as top-of-mind for anyone who saw it in an entertaining way. We did what no other FOOH has achieved, we extended its livelihood to our physical world.
Stay tuned for more groundbreaking work as we continue to bring brands to life in new, unexpected ways!
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