Red Bull helps promote Jessie Ware‘s debut album Devotion with a touch of an outdoor interactivity. The energy drinks brand, which is well-known for hosting extreme sports festivals and various music events, has revealed a hilarious way to spread the world about new product, a music album. For the project, Red Bull collaborated with Studio Moross—they have created a billboard with dots, which were designed to be co-created by passers-by.

Photo: Red Bull & Studio Moross for Jessie Ware, www.redbull.co.uk

To promote the album, recorded in part at Red Bull Studios with Dave Okumu and Julio Bashmore in November last year, the brand placed a huge billboard in London’s Broadway Market and invited people around to come and contribute to finishing the artwork by painting dots, “leaving their mark,” to reveal the face of the singer. Apart from being part of the creation process, passers-by could listen to the tracks from the new album.

Photo: Red Bull & Studio Moross for Jessie Ware, www.redbull.co.uk

The art piece was installed on August 18 and will be on display through August 26—so far, the billboard is already completed (Red Bull invited its fans to come and contribute), and the finished visual work is really worth seeing.

Photo: Red Bull & Studio Moross for Jessie Ware, www.redbull.co.uk