Chupps designs sandal-shaped biodegradable billboard
Footwear brand Chupps creates a biodegradable billboard shaped like a sandal that is designed to disappear and dissolve in the rain. Made from natural materials, the project was installed at Bandra Bandstand in Mumbai, India, and had long disintegrated when it rained during the monsoon season. Chupp’s sandal-shaped biodegradable billboard came to life by combining mud, hay, bamboo, cow dung, and clay. The mixture was built onto several bamboo frames, which held the display for as long as it could. Over time, it broke down naturally and with the rain.
The main visual element was a large three-dimensional sandal sculpted out of mud and clay. The word CHUPPS was marked across it in white lettering, and this shoe form was integrated directly into the billboard’s flat surface, making it appear as part of the structure. The design mirrored the company’s actual product, which is simple footwear made from eco-friendly materials. Passersby were able to see the billboard disappear in front of their eyes in real time, leaving the two bamboo pillars and lattice structure with the remnants of the biomaterials used to create the stunt.
all images courtesy of Chupps and INTO Creative Agency
Footwear designs naturally break down within 24 months
The goal of Chupps is to show how its footwear designs face their lives. The company produces biodegradable footwear, so its shoes naturally break down within 24 months after being discarded. To reinforce this message, Chupps collaborated with the agency INTO Creative and built the biodegradable billboard shaped like a sandal that shared the same qualities as what they’re offering: materials that disappear over time. Below the display, there was a text written: ‘100% biodegradable. Just like this billboard.’ It was the direct link between the brand’s footwear and what they wanted to convey. The project also focuses on material science and natural processes.
During the dry months, Chupps’ sandal-shaped biodegradable billboard remained stable, but once the monsoon rains arrived on October 16th, 2025, the mud began to soften and fall away, starting from the edges and top surfaces. Over time, the shape of the sandal and the billboard background slowly disintegrated, completing the intended life cycle. The campaign carried a message about responsible design, that even advertising can be made to fit within natural cycles. Instead of remaining as waste, the billboard returned to the soil, leaving no permanent trace.
the display came to life by combining mud, hay, bamboo, cow dung, and clay
the mixture was built onto several bamboo frames, which held the display for as long as it could
below the display, there was a text written: ‘100% biodegradable. Just like this billboard’
over time, it broke down naturally and with the rain
the project was installed at Bandra Bandstand in Mumbai, India
view of building the display before it disappeared in the rain
project info:
brand: Chupps | @chuppslife
agency: INTO Creative | @into.creative.agency
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