US Ad of the Week: Costa Rica Tourism ‘Window Washing’

It’s that time of year when Instagram feeds are filled with beach photos as everyone tries to squeeze in last-minute getaways before summer ends.

But what about those still stuck in the office? To catch the attention of bored employees staring out the window at work, the Costa Rica Tourism Board decided to have some fun with an outdoor and socially-driven campaign that encourages office workers to enter to win a trip to Costa Rica.

Voted by US Creative Department readers as Ad of the Week, agency 22squared took advantage of window washing platforms at a 13-story office building in Los Angeles last month by displaying teasers for the campaign that said things like ‘Attention Tenants: We will be washing the windows today. Watch for sloths’ and ‘Staring out the window during work isn’t productive. That will change tomorrow.’

It then unveiled outdoor creative with the message ‘Cubicle. Cage. What’s the difference?’ that showcased a sloth, which is native to Costa Rica and represents ‘pura vida,’ encouraging people to let things go and truly enjoy life.

The signage prompted people to take a photo and share it with the hashtag ‘#SlothSweepstakes’ for a chance to win a trip to Costa Rica.

If you’d like to vote for next week’s winner, visit our US Creative Department here. The ad that receives the most votes will be named ‘US Ad of the Week’ next Wednesday.


Chief Creative Officer: John Stapleton

Group Creative Director/Copywriter: Curt Mueller

Art Director: Julie Kaufman

Additional Credits: Producers: Rhett Kearsley, Courtney Brown

Account Director: Ashley Keetle

Account Executive: Joanna Huang

Production Company: Pet Gorilla

Director: Bobby Lewis

Director of Photography: Ignacio Genzon

Executive Producer: Dominic Bernacchi

Line Producer: Devon Irete

Editing House: 22squared

Editor: Mark Creasy

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