Elvie: Leaks Happen by Don't Cry Wolf

Tech brand Elvie, alongside creative agency partner Don’t Cry Wolf, is tackling the taboo of incontinence with a big, wet out-of-home (OOH) activation that aims to create an open dialogue about the topic, while also wiping the floor with social media companies that feel the issue should be censored online.

The bespoke build for the #LeaksHappen campaign stands at a lofty 10ft tall and was constructed by Kinetic. Starring in the ad is real-life incontinent woman Megan Burns, a 28-year-old mum of two from Cornwall, with Muay Thai athlete Nesrine Dally also collaborating on the project.

• How the billboard was made