To promote a show centered on nudity, VH1 decided the most effective way to grab a passerby's attention was to use—you guessed it—nudity. For the second season of its reality show Dating Naked: Playing for Keeps, the TV network played along with the show's self-explanatory premise when it unveiled an interactive street-level billboard on the corner of Hollywood Boulevard and Highland Avenue in Los Angeles on July 17, where pedestrians were invited to literally undress the structure to reveal a man and woman in their birthday suits.
The plywood billboard, which was designed by Awestruck Marketing and printed by Arete Digital Imaging, presented a 15- by 8-foot image of the new season's primary contestants constructed with removable squares. Network ambassadors encouraged those walking by to peel away the squares, gradually undressing the contestants who were initially fully clothed. The back of the squares revealed naked-theme prizes that included beauty products, health services, photo shoots, and a resort getaway.
Before stripping away a square, people were encouraged to take photos of the billboard in its current state and post photos to social media. To further promote the show, which premieres tonight, the billboard will be on display through the end of the month.
Correction: The original version of the story incorrectly identified the company responsible for the billboard's design.
