The 10% Billboard | Ideal

When Lebanon’s economic crisis wiped out advertising budgets, billboards across the country went blank, making visibility nearly impossible for most brands. With 90% of its budget cut, Crème Ideal refused to disappear. Instead of buying fewer billboards, it bought less of each one. By booking just 10% of every outdoor panel and letting the surrounding white space do the talking, the brand turned budget limitations into its biggest asset. In a city covered in empty billboards, Crème Ideal proved that when creativity takes the lead, even 10% can deliver nationwide impact.