“CUBES built a soil billboard that dissolved in rain to demonstrate its 100% biodegradable footwear.”
@barkhaagrawal2026Reel analyzed by Clear
“A clever dissolving billboard, but it belongs to Chupps—not CUBES.”
A biodegradable billboard campaign was built from natural materials and visibly disintegrated after rain.
The campaign is attributed to CUBES, but independent coverage identifies Chupps Footwear as the brand behind it.
The wrong brand attribution changes who made the claimed product and campaign, so it materially changes the central factual takeaway.
Why Clear says this
Independent trade and design coverage consistently identifies Chupps Footwear and agency INTO Creative as responsible for the Mumbai installation. Reports say its mud-and-natural-material surface broke down in rain, though a bamboo support structure remained. Chupps itself markets its sliders as biodegradable in landfill conditions, but public independent verification of the 100% product claim was not located.
Evidence
- MediaPost reported that Chupps Footwear and INTO Creative created the rain-disintegrating biodegradable billboard in Mumbai.
- Designboom likewise identified Chupps as the brand and described the natural-material installation dissolving after monsoon rain.
- Chupps’ product page makes the biodegradability claim, but it is company-provided evidence rather than independent certification.