5
Out of Home: Agency Team of the Year
Company
Rethink
Summary
Rethink is an independent creative agency here to help you rethink. We know that the most powerful solutions often come from unlikely place, so we continually rethink how to best serve our clients - never satisfied until we've gone beyond expectations.
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Company
Publicis Media
Summary
Publics groupe is now the 2nd largest communications, Publicis media, Publicis Sapient,and Publicis health. Publics groupe has reinvented itself for the connected age by moving from holding company to a platform.
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Company
Mediabridge
Summary
Mediabridge is the fastest growing Out of Home Services company in the UK. We launched in 2020 to ensure OoH media is accessible, open and accountable to all clients and agencies, regardless of size or budget. 90% of our business is via independent Media and Digital Agencies, seeking support for OoH delivery for their clients. We are fully independent; not a subset of an agency group or in partnership with a dominant network agency.
In September 2022, we strengthened our European ambitions by appointing Jean-Philippe Amos as EMEA MD to build our business in the region. We now buy OOH for multiple agencies internationally, plus direct clients in over 50 cities across USA, Europe, Middle East, Africa, Asia and Australia. We continue to expand our core tech product via deeper data and vendor integrations. We have a proven track record in supporting our agency partners to enhance their expertise and deliver organic growth across the OoH channel.
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Company
Kinetic
Summary
Kinetic is the world’s leading planner and digital innovator in Out-of-Home (OOH) advertising. We combine deep market knowledge with our proprietary audience-based planning platform, Journeys, to seamlessly connect out of home planning, execution and performance measurement to digital, mobile, video, CTV, audio and other channels. Using dynamic data and technology, Kinetic converts market and brand insights into creative solutions that transform consumer trips into Active Journeys, driving measurable actions in context. Whether it’s through mobile and social, location-based experiences or in-transit, Kinetic is committed to pioneering new ways to deliver Audiences@Locations– driving efficiency and measurable transactions between brands, audiences and peers.
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Company
Adylic, Talon, MG OMD and Uncommon
Summary
We’re a diverse and passionate bunch of specialists,
ranging from designers with technical know-how,
creative strategists who get to the heart of our client’s needs,
and developers who push ad-tech innovation.
MG OMD has grown into an agency that can offer our clients unprecedented insight, specialism, security, and transparency. Constant throughout that period has been our focus on innovation and effectiveness – creating difference that matters for our clients.
We are focused on using media to unlock our clients’ competitive advantage, delivering innovative, effective, and award-winning work and campaigns that create difference that matters.
Uncommon London is a creative studio building brands that people in the real world actually wish existed.
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0
Out of Home: Art Direction
2
Out of Home: AR/VR
Company
Wavemaker and Kinetic
Client
William Hill
Summary
It’s common knowledge within the gambling industry that the market has been getting tougher on all fronts over the past few years. With the tightening of advertising regulations and financial pressures hitting the UK hard, brands have had to find a different and better way to grow. Specifically, we have needed to find ways to diversify our spend out of traditional TV advertising, as that is becoming more expensive and has had a quicker pace of restriction.
Our mission to transform the way William Hill operates began in 2022, and we have been attacking our ambition to become the ultimate entertainment brand ever since.
There are two clear strands to how we execute our entertainment strategy in our communications:
- We behave like an entertainment brand. Think Netflix, Spotify and Playstation. We are proud of the experiences we’re delivering and what we have to offer.
- We deliver entertainment. Everything that we do should be done with the aim of bringing entertainment to the user and putting a smile on their face.
Out-of-home advertising was an opportunity that stood head and shoulders above the rest in delivering on both strands. A channel fully embraced by the entertainment industry due to its ability to deliver stature and stand out at scale. It is also the channel at the forefront of advertising innovation with unrivalled possibilities to entertain.
What we delivered was nothing short of groundbreaking - an industry-first and some of the most engaging work ever produced in the gambling space.
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Company
Google x Global Street Art
Client
Google Arts & Culture
Summary
The objective of this campaign was simple. For audiences to experience street art in a new dimension through augmented reality murals, powered by Google’s Geospatial Creator in Adobe Aero. A tool designed to help artists and creators give an extra dimension to their work and easily share location-based augmented reality experiences with more audiences, using just a QR code without the need to download and install an app.
The Google AR team partnered with Google Arts & Culture, Global Street Art, and three world-renowned artists to augment their physical murals in London (Camille Walala), Mexico City (Edgar Saner), and Los Angeles (Tristan Eaton).
The artists used Geospatial Creator along with Adobe Aero to create the immersive experience, augmenting physical murals digitally in AR, bringing to life a deeper and richer story about the art pieces and making the street art more interactive for the general public.
Using Geospatial Creator in Adobe Aero, the artists were able to visualize and create world-anchored AR experiences completely remotely, exploring a different dimension to their art. A public demonstration of what can be achieved with AR experiences.
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2
Out of Home: Classic Posters and Banners
Company
Kinetic, PHD
Client
Warner Bros.
Summary
There is no better campaign to demonstrate the power of classic OOH than for the Barbie movie. It’s difficult to think of the bright (pink) beacon that’s been applauded across the advertising, entertainment and fashion industries, to name a few, of anything other than sensational. But while Barbie as a brand is nostalgic for women of all ages, it has been through a transformational period in recent years to reinvent itself, cemented by this summer’s film release.
We needed an OOH campaign that not only grabbed attention but smashed the public perception of the modern-day Barbie. All while building anticipation for the film of the year. Our teaser pink poster was a perfect example of using Classic OOH to drive brand fame and drive talkability.
OOH’s role was to bring Barbieland to life right across the country and create a national cultural moment. We needed to reach our core female audience while also delivering mass appeal. That meant leveraging distinctive assets in a multitude of formats and environments to maximise standout: think big, bold and pink!
Barbie’s overall objective was to be one of the most successful female movies, ever. It wanted to prove that movies driven by a female audience can really, really deliver. Through capitalising on nostalgia and strategic partnerships, Barbie has outperformed all expectations, breaking box office records for the most commercially successful film by a female director and has become the 6th biggest film of all time in the UK with a box office of £94M+.
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Company
Mediabridge + Bicycle
Client
Kroo Bank
Summary
Kroo Bank was a highly effective classic poster campaign with a client keen to evolve their use of media and subsequently introducing OoH to the schedule. At a time of financial angst for many, Kroo launched a market-leading interest rate product, deciding Out of Home was the medium of choice for its first core offline support campaign - with wildly successful results. Kroo’s first major ad campaign helped supercharge growth.
An OOH campaign in central London targeted young, busy commuters with a strong presence across key aspects of the daily commute. OOH was to play the role of ‘leading actor’ as the broadcast channel, filling the funnel with more people familiar with the brand - making targeting on digital channels more efficient and effective.
Running in January and March 2023, this activation proves the role of branding as a foundation for successful growth and OOH’s ability to create this brand awareness and play a pivotal role in the consumer’s path to purchase. Kroo immediately found that their digital channels significantly improved their ROI when OOH was integrated into the channel mix.
Kroo became one of the 10 fastest growing startups in the UK in 2023 and was also the winner of the British Bank Award.
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2
Out of Home: Copywriting
Company
One:Nil - THE CREATIVE AGENCY IN SPORTS
Client
Heineken®
Summary
Heineken®'s "Cheers to You" campaign aimed to address the enduring stereotype that football is exclusively a man's domain, aligning with the brand’s objectives to appeal to Gen Z and champion diversity and inclusivity.
In order to achieve this the campaign spotlighted and celebrated women’s football fans, using authentic stories and images on billboards in Eindhoven during the UWCL final, effectively igniting discussions on the role of women in football. Attendees were also encouraged to engage by creating their own "Cheers to you" visuals.
Noteworthy outcomes include:
Visibility: 414 mentions linked to the Women's Champions League Final.
Engagement: Achieved 280k interactions across major platforms.
Impressions: Generated potential of over 720M impressions online.
Influence: Leveraged key football influencers, achieving 172k+ additional engagements.
Sentiment: 97% of feedback leaned towards neutral or positive.
Recognition: Heineken® became the leading global sponsor for the UWCL in terms of mentions and engagement.
Heineken®'s strategic commitment to challenge outdated perceptions has fostered deeper connections with audiences and paved the way for future meaningful engagements in sports sponsorship.
As encapsulated by Heineken®'s Global PR Lead, JD O’Lone, the brand thrives on the burgeoning support for women's football, continuously championing fan experiences and inclusivity.
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Company
Adylic, Talon, MG OMD and Uncommon
Client
British Airways
Summary
BRITISH AIRWAYS – ‘A BRITISH ORIGINAL’
Following a major period of uncertainty and disruption for the travel industry, 2022 represented a crucial year to reinvigorate UK travellers. Whilst brand awareness remained high, BA needed to increase consideration amongst fierce competition from low-cost carriers. ‘British Originals’ offered the opportunity to utilise mass, targeted media to differentiate BA from the category through format and behaviour. DOOH was the hero channel driving mass reach across London and the South East, communicating 520+ copy lines and emphasising the unique reasons for Brits to choose BA. The flexibility and immediacy of dynamic DOOH enabled the creative agency, Uncommon, to have the freedom to invent as many unique copylines as they could dream up, without the logistical limitations of having to produce every single iteration., This is where Adylic's dynamic CMS offered the perfect solution to deliver the campaign effectively and efficiently across multiple media owners, formats and environments. Further contextual triggers such as Weather, Time of Day, Location and Cultural Moments increased relevance, whilst additional reach and engagement was maximised by running alongside TV/BVOD, Social, Cinema and Radio.
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4
Out of Home: Digital
Company
Wavemaker and The Trade Desk
Client
Audible
Summary
Wavemaker and Audible briefed The Trade Desk to activate a ‘New Year, New Me’ campaign to position Audible as a valuable resource for people seeking to achieve personal growth and maintain their New Year's resolutions and goals. The project's objectives focused on reach and awareness, with the ultimate goal of driving subscription sign-ups to Audible.
Our strategy was centred around two targeting methods: location-based targeting and audience targeting.
Conducting analysis for location-based targeting, we leveraged third-party data segments to identify the DOOH screens that offered the greatest geographical access to audiences related to personal development, health and fitness, and hobby seekers. We also integrated a Happydemics study, the first DOOH Brand Lift Study (BLS) in Europe, that aimed to measure the impact and effectiveness of the DOOH campaign.
Overall, the Audible "New Year, New Me" DOOH campaign was a significant success, driving new sign-ups to Audible and increasing brand awareness amongst key audiences.
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Company
Kinetic, DOOH.com, EssenceMediacomX
Client
L'Oréal
Summary
Maybelline's Falsies Surreal Extensions Mascara, boasting 10x volume and a transformative +36% length boost, demanded a ground-breaking launch. The goal: captivate late Gen Zs and early millennials, boost awareness and drive sales. The solution? Enter 'May,' Maybelline's first-ever avatar.
Through 3D DOOH, May transcended the virtual realm, bringing to life the mascara's surreal lash transformation. Meticulously mapping thousands of DOOH screens across the UK — in malls, high streets, and rail environments— we pushed the boundaries of where 3D DOOH could be activated and ensured May and the product would appear as though they were breaking through the screen regardless of where a viewer was standing.
Our Falsies Surreal Extensions OOH campaign embodied Maybelline's commitment to delivering cutting-edge beauty and forged a global brand asset in May. Campaign research proved our 3D elements achieved 3.5 times more uplift in sales, a whopping 14% increase in direct sales (way above the OOH benchmark), and a six-fold stronger halo effect across all Maybelline Mascara brands.
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Company
Talon, Havas Media
Client
Starbucks
Summary
This is the story of how Starbucks adapted to once in a generation market conditions and behaviour change. Identifying a digitally over-saturated audience, Starbucks utilised a digital, data-driven, cross-format approach to build brand consideration and capture the attention of Gen Z’s in the highly trusted OOH environment.
A first of its kind approach for Starbucks: more cost-effective, reducing CPT’s vs. our previous buying approach, minimising wastage, and delivering a 62% uplift in target audience impressions. Importantly, delivering for the brand and business, delivering a YoY increase of rewards customers, an increase in ROI and revenue multiple record sales weeks in 2022/23.
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Company
Adylic, Talon, MG OMD and Uncommon
Client
British Airways
Summary
BRITISH AIRWAYS – ‘A BRITISH ORIGINAL’
Following a major period of uncertainty and disruption for the travel industry, 2022 represented a crucial year to reinvigorate UK travellers. Whilst brand awareness remained high, BA needed to increase consideration amongst fierce competition from low-cost carriers. ‘British Originals’ offered the opportunity to utilise mass, targeted media to differentiate BA from the category through format and behaviour. DOOH was the hero channel driving mass reach across London and the South East, communicating 520+ copy lines and emphasising the unique reasons for Brits to choose BA. The flexibility and immediacy of dynamic DOOH enabled the creative agency, Uncommon, to have the freedom to invent as many unique copylines as they could dream up, without the logistical limitations of having to produce every single iteration., This is where Adylic's dynamic CMS offered the perfect solution to deliver the campaign effectively and efficiently across multiple media owners, formats and environments. Further contextual triggers such as Weather, Time of Day, Location and Cultural Moments increased relevance, whilst additional reach and engagement was maximised by running alongside TV/BVOD, Social, Cinema and Radio.
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5
Out of Home: Experiential
Company
Grand Visual, FCB NY
Client
Budweiser
Summary
Budweiser’s global brand platform is “Greatness Is Yours to Take.” We help young people chase their dreams, especially up-and-coming musicians.
But this year, women and non-binary musicians were denied an opportunity for greatness on the UK’s biggest stage: the BRIT Awards. The BRITs combined their awards for best male and women artists into a gender-neutral category, but only nominated male artists.
So, we gave women and non-binary artists the opportunity that the BRITs denied them. We turned a Budweiser billboard into a stage that reached the biggest, and most influential, names in music.
This campaign exceeded our communications objectives of driving cultural relevance for our global creative platform, “Greatness Is Yours to Take,” and give up-and-coming musicians exposure.
We quickly earned the relevance we sought out: Social views for Budweiser rose 1,300%, while social conversation and social impressions in the U.K. grew 102% and 125%, respectively. All conversation about our groundbreaking concert earned a 100% positive social sentiment score.
As a result, over 260 million listeners were reached globally, with 90,000 hours of music streamed, increasing revenue for new female and non-binary artists. We also garnered the exposure our artist partners deserved: new listeners around the world, a performance at the BRIT Awards, and even a record deal for one of our artists, Mychelle, with Kobalt Music.
Our campaign was even awarded a Bronze Media Lion at Cannes and two D&AD wooden pencils!
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Company
Sony Interactive Entertainment, Amplify, and adam&eveDDB
Client
Sony Interactive Entertainment
Summary
Sony Interactive Entertainment, Amplify, and adam&eveDDB reignite the hype for experiences on PS5 with a 'Live from PS5' campaign.
Immediately following the original launch of PS5 in 2020, it became very difficult, very quickly, to get your hands on a console. But in 2023, more PlayStation 5 consoles hit the shelves globally. So how do you reignite the hype around the brand, the console and the worlds that PS5 unlocks?
‘Live From PS5’ was designed to mimic a real news network, featuring journalists from around the world reporting on the captivating happenings within the various PS5 worlds. This innovative concept brought the console's unique experiences to life.
The execution of the mixed-media campaign was both ambitious and comprehensive. The campaign spanned 51 markets and ran in 32 languages, with journalists reporting real-time news updates. Over 600 assets were deployed across multiple channels, including television, social media, out-of-home advertising, digital displays, and high-impact special-builds, all within a 4-week period.
The results of this creative campaign were nothing short of remarkable. Sony sold 19.1 million PlayStation 5 consoles in the financial year, beating its own forecast of 18 million. That was up from 11.5 million PS5 units sold in the previous fiscal year when Sony was facing supply chain issues - which demonstrates a 66% increase.
In summary, the ‘Live From PS5’ campaign effectively reinvigorated the demand for the PS5 console, achieving significant sales growth and solidifying its place as a game-changing product in the gaming industry.
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Company
Publicis Media Luxe at Publicis Media
Client
Louis Vuitton, part of LVMH
Summary
This was a brilliant one-off OOH media execution with spectacular elements which showed how OOH media can be so much more than a box for creativity, but a true creative canvas. Launching the ground-breaking collaboration between artist Yayoi Kusama and Louis Vuitton, Publicis Media Luxe turned the iconic architecture of Harrods into an immersive expression of the artist’s work. This campaign went beyond the streets and also involved the first ever artist takeover of the Financial Times. In doing so, it was a creative and commercial success, cementing Louis Vuitton’s position as Harrods’ best-selling brand.
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Company
Mindshare, Kinetic, House 337
Client
M&S
Summary
Actually, it started with a BraFact…or appropriately a pair of facts. Two-thirds of women were wearing the wrong size bra and a third of women had never had a bra fitting. As a company that sells 21 million bras a year this felt like a problem that M&S should be fixing.
Research made it clear that bra needs are as diverse as the bodies that wear them. There was, however, one common barrier to getting fitted. A lack of body confidence. M&S prides itself on being for everyone and now was the time to demonstrate that by not just promoting bra fittings but celebrating the rich tapestry of body types. It starts with a BraFit but the ultimate goal is body confidence. If it’s not too highfalutin ‘Love your Boobs’ is a shorthand for self-love.
A key expression of this message of body-inclusivity was Lydia Reeves’ art installation – ‘Sixteen’ - featuring casts of the chests of 16 diverse M&S colleagues and customers.
The campaign’s impact was both immediate and enduring. Bra fittings remain up dramatically compared to last year (+67%). One in five women noticed the campaign (double that of a year ago), and over half of all UK women would consider using BraFit. There has been a total of 2.5m organic social views with customers complimenting the diverse casting of the campaign. Oh, and more bras are being sold too – up 4%.
We’ve started to love our boobs.
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Company
Black Diamond Agency
Client
The Korea Tourism Organization
Summary
Korea has been hugely successful in exporting its popular culture around the world, influencing Cinema, Art, Music, Beauty and Fashion.
So successful, in fact, that many young Brits are content with soaking up K-culture at home and don’t consider Korea as a potential place to visit.
As part of the Korea Tourism Organization’s major tourism push in 2023, Black Diamond set out to convert this passion for K-culture into intention to travel.
Black Diamond’s ambition was to deliver more than a campaign and offer Londoners a uniquely immersive experience. By working in collaboration with renowned Korean digital artists, we devised a one-of-a-kind Festival in the heart of London. Taking over Outernet London’s state of the art 360 digital screens, we created a multi-sensory odyssey of Korean bucket-list destinations interspersed with bespoke digital artworks, all in Ultra HD.
The immersive digital experience elements were supported by a pop-up food and produce market in St Giles Square, recreating the hustle and bustle of Korean streets, serving up Korean delicacies, selling Korean goods and stalls from airlines and tour operators helping customers plan their trips to Korea.
The results and audience response exceeded the client’s highest expectations with a footfall of 225,000 in a single day, 40,000 website visits and over 5,000 click throughs to airline and hotel booking partners.
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5
Out of Home: Global Campaign
Company
PMG
Client
The Woolmark Company
Summary
Sixty-nine percent of all the clothes we wear contain plastic. This means that every 25 minutes, an Olympic swimming pool worth of oil is used for their production. Despite fashion-loving audiences wanting to be more sustainable, there isn’t widespread awareness of how the clothes they wear affect the environment. To help audiences around the world think differently about their clothes, without criticizing them, we shined a light on the harm synthetic fabrics cause to alter people’s existing assumptions about wool.
Our approach tapped bold and unmissable placements in the spaces and places our target audience were most likely to spend time. Rather than launching everywhere all at once, we leaned into fashion weeks across New York City, London and Paris to maximize impact, build salience and drive meaningful engagement.
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Company
Sony Interactive Entertainment, Amplify, and adam&eveDDB
Client
Sony Interactive Entertainment
Summary
Sony Interactive Entertainment, Amplify, and adam&eveDDB reignite the hype for experiences on PS5 with a 'Live from PS5' campaign.
Immediately following the original launch of PS5 in 2020, it became very difficult, very quickly, to get your hands on a console. But in 2023, more PlayStation 5 consoles hit the shelves globally. So how do you reignite the hype around the brand, the console and the worlds that PS5 unlocks?
‘Live From PS5’ was designed to mimic a real news network, featuring journalists from around the world reporting on the captivating happenings within the various PS5 worlds. This innovative concept brought the console's unique experiences to life.
The execution of the mixed-media campaign was both ambitious and comprehensive. The campaign spanned 51 markets and ran in 32 languages, with journalists reporting real-time news updates. Over 600 assets were deployed across multiple channels, including television, social media, out-of-home advertising, digital displays, and high-impact special-builds, all within a 4-week period.
The results of this creative campaign were nothing short of remarkable. Sony sold 19.1 million PlayStation 5 consoles in the financial year, beating its own forecast of 18 million. That was up from 11.5 million PS5 units sold in the previous fiscal year when Sony was facing supply chain issues - which demonstrates a 66% increase.
In summary, the ‘Live From PS5’ campaign effectively reinvigorated the demand for the PS5 console, achieving significant sales growth and solidifying its place as a game-changing product in the gaming industry.
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Company
Kinetic, DOOH.com, EssenceMediacomX
Client
L'Oréal
Summary
Maybelline's Falsies Surreal Extensions Mascara, boasting 10x volume and a transformative +36% length boost, demanded a ground-breaking launch. The goal: captivate late Gen Zs and early millennials, boost awareness and drive sales.
The solution? Enter 'May', Maybelline's first-ever avatar.
May is the first global brand asset created by out-of-home specialists, and created to be used for OOH first, and then across other channels, including Maybelline’s international TikTok and Instagram social media accounts.
In the world’s first truly international 3D DOOH campaign, May transcended the virtual realm, bringing to life the mascara's surreal lash transformation.
Meticulously mapping thousands of screens across the world - in malls, high streets, and rail environments in 14 countries - we pushed the boundaries of where 3D DOOH could be activated and ensured May and the product would appear as though they were breaking through the screen regardless of where a viewer was standing.
As the first global roll-out of a 3D campaign, we personally visited every single screen. It was the first time many of the screens saw 3D content.
Initially a UK-focused campaign, the success, impact and strength of the creative impressed and excited Maybelline’s global teams, extending it to a never-before-seen international scale.
Our campaign embodied Maybelline's commitment to cutting-edge beauty and forged a global brand asset in May. Campaign research proved our 3D elements achieved 3.5 times more uplift in sales, a 14% increase in direct sales (above OOH benchmark), and a six-fold stronger halo effect across all Maybelline Mascara brands
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Company
Havas Business & Evolve
Client
Maersk
Summary
Maersk took their first OOH campaign to new heights by tapping into the new surge in travel since Covid-19. The 'New Paths' campaign took a global location-based approach in the 3 most popular airports for business travellers and decision makers which was pivotal in ensuring creative cut-through. The campaign aimed to show how much of a unique and forward-thinking business it is and connect with its audience on a global level.
The results are second to none and provide an in-depth look at just how effective this campaign was. With access to stats like how much awareness has increased since the campaign, if it has increased a positive perception of the brand and if business decision makers are more likely to use this company since seeing the advertisement, to name a few! The success of using OOH as the lead channel has led to them implementing phase 2.
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Company
Amplify
Client
The LEGO® Group
Summary
“What if everything you ever dreamt was real?”
This was the opening line to the brief from The LEGO® Group, as an introduction to their latest IP - LEGO® DREAMZzz.
LEGO® DREAMZzz is a ten-episode TVseries created by LEGO that follows a group of children who discover a secret that has been kept for thousands of years… dream worlds are actually REAL. They’re places where children meet up and explore worlds together every night they go to sleep.
With this series, LEGO presented dreams not just as fantasies but as destinations that children could visit, and co-create within. Ultimately, a new reality.
How could we transport their audience into a completely new world that they’d never seen before? And how could they inspire a generation of young viewers to believe their dreams can be reality?
Alongside The LEGO® Group’s internal agency, Our LEGO® Agency (OLA) we took the essence of the LEGO® DREAMZzz IP, the blurring of what’s real and what’s not and launched our campaign in the same blurry area - truly placing our audience at the heart of the IP.
Rather than treating it as a conventional media campaign, we turned every component into a storytelling canvas, building an ongoing narrative that culminated in the launch film and captured the imagination of our dreamers.
The result?
A collaborative piece of work, with a single story that blended the worlds of our young audience, with the visual world of the series - quickly transporting them into this new “reality”.
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4
Out of Home: Hand-Painted Mural or Display
Company
Valentino | Out There | Global Street Art
Client
Client: VALENTINO , Planned by: Out There (www.outthere360.com) , Painted by Media Owner: Global Street Art
Summary
Objective:
To support Valentino’s creative objective. To make Pier Paolo Piccioli’s Toile lconographe, monumental on surfaces for the world to see.
Mural Strategy:
To hand-paint Steven Meisel’s iconic portrait of Kristen McMenamy on the UK’s biggest advertising wall (Tabernacle st, Shoreditch). Supporting the global launch of Maison Valentino’s Toile lconographe with Europe’s biggest ever painted portrait.
To signal the craft of the Toile Iconographe our team of artists invested 400 skillful hours to meticulously hand-paint the repeated Toile iconograph pattern on this monumental concrete canvas.
The importance of human talent is key here as it demonstrates Valentino’s sincere faith in craft:
To quote advertising legend Rory Sutherland…
‘ANY COMMUNICATION WHICH INVOLVES A HIGH DEGREE OF DIFFICULTY OR SCARCITY IN ITS CREATION IS A MORE IMPACTFUL COMMUNICATION’
Result:
Standing at a staggering 5651 sq. ft, this beautiful hand-painted mural stopped audiences in their tracks. Summoning eye popping, jaw dropping, phone snapping reactions from Shoreditch’s burgeoning street goers. Making this ‘stop and stare’ moment a ‘stop and share’ moment.
This mural reached an estimated 2 million physical eyeballs IRL, with UGC and Owned/Earned media reaching an estimated worldwide audience of 10 million via social channels.
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Company
Overall Murals / Dentsu / Posterscope
Client
Laptops. Evolved.
Summary
In the era of hybrid work and remote working, Intel recognizes the significance of a performance-driven laptop that can go anywhere you are. To appeal to this demographic, Intel partnered with OM Art Studio to select three local artists to create murals in three major cities: Los Angeles, New York City, and San Francisco. OM Art Studio worked closely with each artist to address Intel's objectives to develop a design that conveyed the Intel Evo platform's messaging while reflecting each artist's unique style.
LA-based Dayne Henry, San Francisco's Nigel Sussman, and Brooklyn's own Jessica Goldsmith were the artists chosen to translate Intel’s message into designs that effectively showcased the innovative and portable features of the Intel Evo device to on-the-go individuals in their respective cities. The murals generated excitement by deviating from the brand's usual advertising techniques in an effort to directly engage and relate to a younger demographic, providing a narrative and an immersive encounter for the over two million passersby who witnessed it firsthand. The murals were distinctive in the communities where they were painted and received accolades for their unique appeal. Moreover, the content creation team for the murals documented the painting process and interviewed each artist to share with a broader audience.
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Company
Colossal Media
Client
Harry’s, Inc.
Summary
Harry’s partnered with monstrous artist Kevin Lyons to produce a limited-edition capsule collection shave set. For all the Lyons lovers, the set was decked out with custom artwork and a sticker sheet hand-drawn by Lyons, a teal Truman Handle, and other shaving essentials. Harry’s needed to use its campaign budget effectively and impactfully, so it engaged Colossal Media to add the human touch of hand paint to a Monster-friendly canvas.
This campaign's overarching objective was to market and sell this limited-edition capsule shave set to 18-34 year-old adults with New York as the selected market. The Harry’s media plan included a Colossal Media hand-painted mural featuring custom artwork by Kevin Lyons that ran from 4/21/23 to 5/14/23. The art mirrored the capsule collection's shave set packaging and included a QR code that sent mural visitors to purchase the set online.
This campaign is an example of how place-based OOH can be leveraged to generate powerful metrics in the digital sphere. This single-wall, content-driven, artist-collaboration campaign resulted in significant engagement on-site and online, ultimately resulting in the limited-edition set selling out completely.
The Harry's x Kevin Lyons campaign outperformed social media metric expectations with a 7.3% engagement rate on the mural campaign recap video.
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Company
Havas Media London, Innocean & Evolve
Client
Genesis
Summary
Genesis has tapped into its Korean heritage for this campaign. Sponsoring the famous V&A Museum during their annual exhibition ‘Hallyu! The Korean Wave’, Genesis were able to amplify this sponsorship across London and target a new prestigious audience. Working with famous Korean artist Joonho Brian Ko to bring in some traditional values to the mural including the first motorway in Korea and the national flower. But it didn’t stop there. There was more than just a beautifully artistic mural. When scanning the QR Code onlookers were in for a treat as the Haechi Lion came to life through a spectacular animation.
Not only did this campaign support the popularity of the exhibition, but it also helped raise awareness for the car brand and was successfully covered across social media and online articles.
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7
Out of Home: Innovation
Company
Sony Interactive Entertainment, Amplify, and adam&eveDDB
Client
Sony Interactive Entertainment
Summary
Sony Interactive Entertainment, Amplify, and adam&eveDDB reignite the hype for experiences on PS5 with a 'Live from PS5' campaign.
Immediately following the original launch of PS5 in 2020, it became very difficult, very quickly, to get your hands on a console. But in 2023, more PlayStation 5 consoles hit the shelves globally. So how do you reignite the hype around the brand, the console and the worlds that PS5 unlocks?
‘Live From PS5’ was designed to mimic a real news network, featuring journalists from around the world reporting on the captivating happenings within the various PS5 worlds. This innovative concept brought the console's unique experiences to life.
The execution of the mixed-media campaign was both ambitious and comprehensive. The campaign spanned 51 markets and ran in 32 languages, with journalists reporting real-time news updates. Over 600 assets were deployed across multiple channels, including television, social media, out-of-home advertising, digital displays, and high-impact special-builds, all within a 4-week period.
The results of this creative campaign were nothing short of remarkable. Sony sold 19.1 million PlayStation 5 consoles in the financial year, beating its own forecast of 18 million. That was up from 11.5 million PS5 units sold in the previous fiscal year when Sony was facing supply chain issues - which demonstrates a 66% increase.
In summary, the ‘Live From PS5’ campaign effectively reinvigorated the demand for the PS5 console, achieving significant sales growth and solidifying its place as a game-changing product in the gaming industry.
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Company
dentsu/Carat
Client
Kraft-Heinz
Summary
A recent Work and Pensions Family Resources Survey concluded that 1.7 million children are at risk of starting the day hungry. Many families face increasing financial pressure, and it’s the children from these households who start the school day on an empty stomach, lacking the proper nutrients they need to absorb and understand lessons in class.
Heinz supports Magic Breakfast, which works with more than 1,000 partner schools in the UK to provide nutritious breakfast food, including Heinz No Added Sugar Beanz, to about 200,000 children. Heinz has pledged 16 million meals to Magic Breakfast since their partnership began in 2019.
Although there are a raft of on-going activities to support Magic Breakfast, Heinz wanted to create something that would punch well above its weight, generate PR and propel the topic into the consciousness of the UK. This campaign demonstrated the power of OOH technology, creating a highly innovative campaign where the medium most certainly became the message. Innovative technology ensured that each time someone looked at our headline - it changed, becoming blurry and difficult to read, then floated away from their gaze, supporting the headline 'It's harder for children to focus when they are hungry'.
With an objective to reach the consciousness of the British public the campaign was a resounding success. OOH media delivered 2.7m impacts, reaching over 1.1m people across the week, and more importantly the 46 million PR impressions generated by this campaign were testament to the impactful nature of the work.
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Company
Posterscope
Client
EE/BT
Summary
This campaign brought to life in stunning fashion the incredible creative concepts which won 1st Prize at Ocean’s Creative Competition in 2022. Using the latest innovations in Digital OOH including facial recognition software, AR, and live transport transport data this campaign offered real support and safety to citizens during the hours of darkness.
It made a bold statement of intent on the public screen and made a usually impersonal format directly accessible to viewers, leading to significant uplifts in both sentiment and awareness of EE’s connected network.
Despite only being run during the hours of darkness the campaign had real cut through amongst the general population with 85% associating the 'Stay Connected' message with EE, and brand consideration (a key metric) with 74% of the target audience. Nearly half (46%) of those surveyed felt EE was teaching people to travel more safely at night, and more than a third (37%) believed EE was taking action to make the world a better place.
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Company
ACTIVISION BLIZZARD | DIVA | RAPPORT | PIXEL ARTWORKS | GLOBAL STREET ART
Client
ACTIVISION BLIZZARD | DIVA | RAPPORT | PIXEL ARTWORKS | GLOBAL STREET ART
Summary
Objective:
For the highly anticipated launch of Diablo IV, the team at Diva were challenged with bringing life to Lilith, the primary antagonist in the beloved video game series.
Strategy:
Using a combination of original design, existing assets and Unreal Engine 5, the teams across Activision Blizzard and Diva Design created show-stopping murals to get the fans excited and the public talking.
Lilith was summoned in partnership with Global Street Art, who hand-painted the Diva design. This included Global Street Art’s biggest wall in Europe, situated on Tabernacle Street in Shoreditch, London.
This hand-painted mural was further enhanced with projection mapping at night for life-like flames.
Pixel Artworks, who pulled out all the stops with their projection mapping skillset; and media agency Rapport who helped bring this vision to life with their pioneering OOH expertise.
Result:
Fans couldn’t get enough and shared images of Lilith’s fiery return all over social media during and post-production which generated an unmissable moment for fans around the world.
Diablo IV became Activision Blizzard’s fastest selling game of all time and at the time of writing Lilith still looms over unassuming Londoners on the largest mural site in Europe. A staggering 5651 square ft.
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Company
VMLY&R Commerce
Client
Corona
Summary
Corona's second-year jersey-led experience to drive fan engagement in Mexico saw an in-stadium payment solution in year one (Jersey Pay) evolve into a national scale fan-loyalty experience for the 2022 World Cup, and new way to acquire and retain customers.
The "Beer Badge" jersey sponsorship with Adidas and the Mexico National Team, overcame the barrier of not being able to put the brand on the jersey and put the product literally on people's heart. With a special edition jersey preloaded with Corona Beer, Corona engaged new fans at every match and kept them coming back to the next.
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Company
Amplify
Client
The LEGO® Group
Summary
“What if everything you ever dreamt was real?”
This was the opening line to the brief from The LEGO® Group, as an introduction to their latest IP - LEGO® DREAMZzz.
LEGO® DREAMZzz is a ten-episode TVseries created by LEGO that follows a group of children who discover a secret that has been kept for thousands of years… dream worlds are actually REAL. They’re places where children meet up and explore worlds together every night they go to sleep.
With this series, LEGO presented dreams not just as fantasies but as destinations that children could visit, and co-create within. Ultimately, a new reality.
How could we transport their audience into a completely new world that they’d never seen before? And how could they inspire a generation of young viewers to believe their dreams can be reality?
Alongside The LEGO® Group’s internal agency, Our LEGO® Agency (OLA) we took the essence of the LEGO® DREAMZzz IP, the blurring of what’s real and what’s not and launched our campaign in the same blurry area - truly placing our audience at the heart of the IP.
Rather than treating it as a conventional media campaign, we turned every component into a storytelling canvas, building an ongoing narrative that culminated in the launch film and captured the imagination of our dreamers.
The result?
A collaborative piece of work, with a single story that blended the worlds of our young audience, with the visual world of the series - quickly transporting them into this new “reality”.
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Company
We Believers
Client
AB INBEV
Summary
Burger Burger Burger Burger is an innovative use of media. Rather than purchasing media to reach people, we changed something iconic that most brands would never change: the huge logo sign outside the restaurants. It had a huge impact, established Burger King as a bold, playful brand, and generated buzz and sales.
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0
Out of Home: Interactive or Sensory
0
Out of Home: Interconnected Formats
3
Out of Home: Leader of the Year
Company
OPEN Media
Summary
Headquartered in Liverpool, OPEN Media is a premium OOH and DOOH media owner, with a growing portfolio of sites across the UK, driven by a strong sense of responsibility at the heart of everything it does.
Shaped from humble beginnings back in 2015, the business was established by Mike Smith who sought to transform the way the industry operates - a vision which remains true to this very day, underpinning the foundation of our business strategy at OPEN Media. OPEN Media’s slogan, ‘Changing Outdoor’ exists to instate positive change in the sector and leave a lasting legacy that transforms both the present and future of the out of home industry.
Since our formation back in 2015, we have grown exponentially as a business.
Despite our formative years experiencing some of the most challenging of economic climates - affecting the OOH industry and the world (COVID-19) as a whole - as an SME we have continued to achieve consecutive record revenues, while strengthening our OOH portfolio and offering to clients. In the space of 7 years, we’ve matured our business from a single banner site in a single location, to offer 4 expansive networks with 35 sites (and counting).
This award entry seeks to recognise the pivotal leadership role Mike has played, continuously, at OPEN Media - to champion his drive, determination and resilience, as well as his continued commitment to supporting & developing the OPEN Media Team.
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Company
Talon
Summary
Luke Willbourn is the Managing Director – UK at Talon, a global independent OOH advertising media agency. The last three years in OOH have been challenging, Luke has prioritised motivating the Talon team while championing excellent client servicing and delivering results-driven OOH campaigns. Focussed on being a role model within the business, he advocates strong relationships, self-awareness and demonstrates the benefits of reliability and consistency. His efforts have fostered an environment where innovation thrives, reflected in the team’s client-centric approach and award-winning OOH campaigns.
Talon strives to build a workforce that is reflective of the markets it serves and the brands we represent. The ‘Charter for Change’ underscores their commitment to inclusivity, with a ‘top down’ approach ensuring widespread adoption, ethnic minority representation has grown from 24% in 2021 to 42% in 2023.
Client satisfaction lies at the core of Talon’s success. Survey scores have increased by almost 10% from 2019 to 2023, reflecting Luke’s unwavering commitment to value and trust.
Championing innovative OOH solutions and client satisfaction, Talon have seen significant commercial success; securing multiple new business wins over the last year, including prominent agencies and direct clients - PepsiCo and Juul.
Luke's unwavering commitment to effective OOH campaigns and his nurturing, collaborative leadership style has propelled Talon's UK team through recent challenges toward substantial revenue growth. His focus on exceptional client service and a diverse, people-first culture has given Talon a sustainable competitive edge. Luke looks forward to continuing to drive growth for Talon and OOH.
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Company
Global Street Art
Client
Global Street Art
Summary
Global Street Art,
OOH media owner and the UK’s leading mural & hand-painted advertising company.
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Lee Bofkin is the Co-Founder & CEO of Global Street Art: He holds a doctorate in evolution from Cambridge and is a former UK breakdancer.
Established in 2012, Lee launched GSA with a mission 'To live in painted cities'.
For over a decade GSA has offered brands unrivalled access to audiences, working passionately across the UK and worldwide on world class hand-painted advertising campaigns.
In the last 24 months, Global Street Art has grown significantly as a purpose driven OOH business.
PLEASE WATCH the accompanying entry video to find out more.
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2
Out of Home: Limited Budget
Company
Dentsu X
Client
Vital Farms
Summary
Vital Farms has two major objectives across all media efforts: amplify awareness and maintain stakeholder trust. The ethical food company, known for their pasture-raised eggs, has always put its hens first by providing them with open pastures to roam outside. When a social media platform unveiled a new bird-free logo in July 2023, it provided the perfect stage for a culturally relevant, fast-turn campaign to come to life.
Based on this news, Vital Farms took San Francisco, with a series of OOH placements with one message: “Roam Free, Little Bird. Live The Way Our Hens Do.” These placements included a truck with a digital display that drove around iconic city landmarks like the Golden Gate Bridge, along with OOH projections on urban bus shelters and EV charging stations.
Vital Farms used this timely moment to continue to bring awareness to raising the standards of farm animal care, and to ultimately show how Vital Farms’ hens have access to roam outside. The “Roam Free, Little Bird” campaign further reinforced the pasture-raised lifestyle was not only for hens, but for all birds. Even ones that serve as a logo.
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Company
Mediabridge + The Grove Media + Amanda Malpass PR
Client
Dressing Room 5
Summary
To drive awareness of the Tony Blair musical, boost ticket sales and capture the attention of the press in order to amplify the musical nationwide via a one-off, PR-worthy, real-world experience, the team took an unconventional approach that went straight to the scene of the crime by playfully bringing Tony Blair back to Westminster.
Budget was small and we needed to pack a punch on the launch day of the musical’s London dates. With that in mind, our objective was to create a fun, one-day stunt that would hit London’s most politically influential hot spots associated with Tony Blair.
Working alongside DR5, Amanda Malpass PR and The Grove Media, Mediabridge selected a digivan for an eight-hour spectacle on April 25th, which drove a carefully curated route encompassing iconic landmarks that are synonymous with British politics.
The campaign is a showcase of how out of home has the ability to drive business results and PR coverage. With a bit of creativity, a public spectacle with talkability and a tenacious publicist, we delivered on ROI.
The digivan passing the Houses of Parliament featured on ITV News at 10 that very evening, beating hundreds of stories from the day and provided outstanding additional reach and impact. Though limited in its budget and scale, the campaign was an OOH activation precisely where and when it mattered, receiving excellent PR coverage and driving fantastic business results for the newly launched musical; with a 300% increase in average sales per day.
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7
Out of Home: Multi-Channel Campaign
Company
Sony Interactive Entertainment, Amplify, and adam&eveDDB
Client
Sony Interactive Entertainment
Summary
Sony Interactive Entertainment, Amplify, and adam&eveDDB reignite the hype for experiences on PS5 with a 'Live from PS5' campaign.
Immediately following the original launch of PS5 in 2020, it became very difficult, very quickly, to get your hands on a console. But in 2023, more PlayStation 5 consoles hit the shelves globally. So how do you reignite the hype around the brand, the console and the worlds that PS5 unlocks?
‘Live From PS5’ was designed to mimic a real news network, featuring journalists from around the world reporting on the captivating happenings within the various PS5 worlds. This innovative concept brought the console's unique experiences to life.
The execution of the mixed-media campaign was both ambitious and comprehensive. The campaign spanned 51 markets and ran in 32 languages, with journalists reporting real-time news updates. Over 600 assets were deployed across multiple channels, including television, social media, out-of-home advertising, digital displays, and high-impact special-builds, all within a 4-week period.
The results of this creative campaign were nothing short of remarkable. Sony sold 19.1 million PlayStation 5 consoles in the financial year, beating its own forecast of 18 million. That was up from 11.5 million PS5 units sold in the previous fiscal year when Sony was facing supply chain issues - which demonstrates a 66% increase.
In summary, the ‘Live From PS5’ campaign effectively reinvigorated the demand for the PS5 console, achieving significant sales growth and solidifying its place as a game-changing product in the gaming industry.
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Company
The Kitchen North America
Client
The Kraft Heinz Company (JET-PUFFED Marshmallows)
Summary
JET-PUFFED needed help launching their new glow-in-the-dark packaging. When we discovered the launch date coincided with a rare planetary alignment, and an entire summer filled with spectacular stargazing events, inspiration hit and a new summer night activity was born — S’moregazing. Making s’mores under the stars. The perfect occasion for a glow-in-the-dark bag of marshmallows.
To encourage stargazers to #GoSmoregazing with JET-PUFFED’s glow-in-the-dark bag, we took our campaign outdoors – where it belonged - with strategically placed billboards in low light-pollution near the country’s best stargazing site.
The true star of the campaign, these billboards utilized an innovative use of new VISEN glow-in-the-dark technology to transition the billboard from day to night, demonstrating the unique packaging in OOH form.
We also created a unique digital and social campaign that encouraged campers to grab a new glow-in-the-dark bag and #GoSmoregazing all summer long.
RESULTS
- 8x incremental dollar sale increase
- 4.7MM OOH Impressions
- 53MM Earned Media Impressions
- 329MM Total Impressions
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Company
Rethink
Client
Kraft Heinz North America
Summary
We launched a fully integrated campaign that exposed the truth: restaurant owners have been refilling Heinz bottles with generic ketchup. In other words, they’ve been committing Ketchup Fraud. Our campaign featured caught-in-the-act style assets and a twist on our tagline: Even when it isn’t Heinz, it has to be Heinz.
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Company
VIOOH, JCDecaux, Publicis Groupe, Starcom, The Trade Desk
Client
Stellantis
Summary
Following the launch of their award-winning hybrid car Opel Astra, Stellantis’ goal was to generate interest in the model and drive offline conversions by reaching as many new users as possible. Publicis, VIOOH, The Trade Desk and JCDecaux came together to curate a high-impact campaign targeting their core audience using programmatic DOOH (prDOOH), video and display, with these channels specifically selected for their ability to integrate data and reach a broad audience.
The multichannel approach proved instrumental in driving results, with almost 9.7K conversions through the prDOOH strategy alone, improved CTA rates and increased dealership visits!
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Company
The Trade Desk
Client
The Glenlivet (Pernod Ricard)
Summary
Scotch whisky brand The Glenlivet was on a mission to break down age-old stereotypes about Asian culture and whisky drinkers by celebrating the diversity of modern whisky drinkers in Hong Kong.
The Glenlivet’s #BreakTheSterotype campaign used a data-driven, multichannel strategy that featured digital out-of-home (DOOH) and short-form video ads bought programmatically on The Trade Desk’s demand-side platform.
By using DOOH, The Glenlivet was able to leverage data in innovative ways to target the right people, in the right places, at the right times. DOOH also enabled the brand to seamlessly connect offline and online user journeys so that it could measure the real impact of these ads with other media channels.
The results were compelling: the campaign delivered 3.9 million DOOH impressions and 12.5 million completed video views, reaching a total of 1.6 million unique consumers.
Combining DOOH and short-form video increased the campaign’s video completion rate nearly 10 per cent compared to using short-form video ads alone. Furthermore, videos retargeted at DOOH-exposed audiences had a 10 per cent higher completion rate than those aimed at The Glenlivet’s website visitors alone.
The synergy of DOOH and video ads also boosted ad recall by 21 per cent. Overall, The Glenlivet saw a 14 per cent increase in brand awareness and an 8–15 per cent rise in brand preference.
These results proved the effectiveness of DOOH in building brand awareness for The Glenlivet and helping it #BreakTheStereotype of whisky drinkers in Hong Kong.
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Company
JK&K & Evolve
Client
Coach
Summary
Coach is a global fashion house founded in New York in 1941. Inspired by the inclusive and courageous spirit of its New York hometown, Coach creates beautiful products for self-expression that are crafted to last. The Coach brand and products are a platform for the next generation’s self-expression, inspiring confidence and authenticity.
This campaign took place across multiple formats including OOH, paid social media and OLV. With OOH leading the way by using the latest deepscreen 3D OOH technology at the iconic Piccadilly Lights, the campaign achieved incredible coverage and increased brand engagement, consideration, and purchase intent. Leading advertising editorial outlet, ‘The Drum’ gave the campaign their prestigious ‘Ad of the day’ accolade following close cross-functional working with the Coach Europe in-house PR team!
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Company
Adylic, Talon, MG OMD and Uncommon
Client
British Airways
Summary
BRITISH AIRWAYS – ‘A BRITISH ORIGINAL’
Following a major period of uncertainty and disruption for the travel industry, 2022 represented a crucial year to reinvigorate UK travellers. Whilst brand awareness remained high, BA needed to increase consideration amongst fierce competition from low-cost carriers. ‘British Originals’ offered the opportunity to utilise mass, targeted media to differentiate BA from the category through format and behaviour. DOOH was the hero channel driving mass reach across London and the South East, communicating 520+ copy lines and emphasising the unique reasons for Brits to choose BA. The flexibility and immediacy of dynamic DOOH enabled the creative agency, Uncommon, to have the freedom to invent as many unique copylines as they could dream up, without the logistical limitations of having to produce every single iteration., This is where Adylic's dynamic CMS offered the perfect solution to deliver the campaign effectively and efficiently across multiple media owners, formats and environments. Further contextual triggers such as Weather, Time of Day, Location and Cultural Moments increased relevance, whilst additional reach and engagement was maximised by running alongside TV/BVOD, Social, Cinema and Radio. The success of "A British Original" generated millions of pounds of additional revenue into OOH across 2023. The campaign achieved fame via earned media, inside and outside of the marketing industry and was awarded "Grand Prix for Outdoor" at Cannes Lions
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8
Out of Home: Not-For-Profit, Charity and Government
Company
THE BIG ISSUE GROUP | Global Street Art
Client
THE BIG ISSUE GROUP
Summary
Big Issue Group (BIG)
‘The Street is My Store’ campaign
Objective: To encourage public support of local vendors.
This campaign was designed to drive sales of the magazine on the street and via digital subscriptions. We wanted to raise awareness of a new and innovative digital initiative to help boost Big Issue vendors’ incomes.
STRATEGY:
To centre an OOH campaign around a hand-painted ‘The Street is My Store’ mural, which aims to reframe the public’s perception of what it means to sell the Big Issue and to highlight the hard work of its vendors.
The campaign is designed to highlight that, despite not having a traditional bricks and mortar outlet from which to sell, vendors are running mini businesses, buying and selling copies of the magazine to earn a living in order to change their lives.
The mural also aims to raise awareness of a new and innovative digital initiative that will help create new ways for customers to interact with vendors and help bolster Big Issue vendors’ income.
RESULTS:
• 50% increase in magazine subscriptions sold
• 409% increase in PR coverage (number of articles)
• 250% increase in organic social reach
• 61% increase in clicks
The mural painted by Global Street Art, was able to bring the realistic 3D storefronts to life. Giving Big Issue vendors their own high street premises, whilst simultaneously raising brand awareness.
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Company
Talon, Grand Visual, Yonder, Global Street Art
Client
Shelter
Summary
In 2022, the nation’s attention was absorbed by the cost-of-living crisis. Though it felt like the price of everything had skyrocketed overnight, the cost of housing has been rising for decades. To get people talking about housing instead of petrol and pasta, Shelter executed a comprehensive outdoor campaign that combined an unmissable mural and gritty flyposting sites with provocative beer mats in pubs across the country.
The “unhelpful hacks” suggested by the UK Government were laid bare and started a national conversation about affordable housing as a real solution to the cost-of-living crisis, with a 90% increase in buzz and over 100,000 likes and shares on social media.
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Company
elvis
Client
Greenpeace UK
Summary
Deep Sea Mining is an emerging extractive industry with the goal of removing mineral deposits from the ocean’s seabed. If it is allowed to start, gigantic machines will strip, dredge or cut deposits from deep ocean ecosystems, which would have a devastating and potentially irreversible impact on ecosystems and marine life.
Our objectives were to influence key players within the UK political system so they publicly take a stance against Deep Sea Mining; drive awareness of the problem; and help the public understand the severe threat posed by Deep Sea Mining.
The campaign compares the consequences of Deep Sea Mining with deforestation in order to explain the issue, shining a spotlight on the huge positive impact that taking a stance against Deep Sea Mining could have, and highlighting the pivotal point we are at in history. Our simple, impactful and emotive message made the potential devastation from Deep Sea Mining feel real and understood.
Following our campaign, the Labour Party came out and said if they got into power they would ban Deep Sea Mining and public awareness of Deep Sea Mining rose from 49% to 63% in London, where the campaign activity was concentrated.
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Company
Evolve
Client
Write Unite CIC
Summary
Now more than ever, it’s important to think about the world we are leaving for the generations that follow, but what do they think? WriteUnite gives these children the opportunity to voice their opinions and be heard all over the world! It started with a book of art, poetry and essays, it then moved virtual and now we have seen it on digital billboards, LED Panels, D6 Networks and more. Shown in 9 countries this campaign allowed children from all walks of life to have their say, topics included climate change, politics and immigration.
The results from this included increased web traffic and more exposure for the exhibition, overall making this a very successful campaign. The real result of this campaign can be seen in the mounds of testimonials.
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Company
Posterscope/Wavemaker/OmniGov@MG OMD/FCB inferno
Client
The Home Office
Summary
Violence against Women and Girls is a major societal problem that effects us all. With an aim to shift harmful attitudes this campaign has made major in-roads into building awareness of VAWG, starting difficult conversations and getting young men to think about their attitudes.
OOH as a public medium was ideal to lead the conversation and drive behaviour change in public spaces where attitudes can be challenged and discussed.
Using a range of broad reach formats and highly targeted contexts such as gyms, bars, and the trains this campaign has made a signficant impact. High recognition rates (68% for Men 16-39 and 79% for Men 16-39 with problematic views), has more importantly translated into action with pre and post campaign research (also from IPSOS) demonstrating that as a result of seeing the advertising 61% of all adults and 70% of men 16-39 said they would take action (eg. Visit website, help a vicitm) or intervene safely if they witnessed VAWG behaviour.
Whilst there is still a long way to go this campaign has made measurable advances in making OOH environments a safer place to be for women and girls.
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Company
The Kite Factory
Client
Crisis
Summary
The services homeless charity Crisis offers have never been more vital in today's world. The issue of homelessness is worsening due to the cost-of-living crisis and the social and economic impacts resulting from the pandemic. Crisis needed a campaign that would drive awareness and consideration of their Christmas campaign in order to have an overall halo effect on income.
Crisis created Alex: a 4.3m high, 2.5-tonne hyper-realistic sculpture designed to make the issue of homelessness literally impossible to ignore. Installed at London Kings Cross and Birmingham’s Bull Ring, the statue had QR codes and geo-located mobile displays to help tell a deeper story. We then took the conversation to a national level, making Alex a focal point for broadcast PR, TV and print, and additional paid media activations.
The Alex statue was haunting, moving and incredibly powerful. Only an OOH installation could have created the scale and spectacle to deliver the centrepiece of this powerful, successful campaign. Consequently, we saw an uplift of 36% to 44% on the metric Crisis provides year-round support and advice for people who are homeless.
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Company
mud orange
Client
Givematch
Summary
Givematch is a donation tech platform that matches donations to charitable causes, helping donors double their charity impact in a fun and social way.
Since launching in 2017, Givematch experienced strong growth and made pivotal partnerships with corporate match funders to take their mission further. With this, the team wanted to make the most of the Christmas season to stamp their mark in the British charity sector and make noise during the festive period.
As the cost-of-living crisis hit the UK hard, many people were struggling to make ends meet. Despite this, retailers ploughed on with 'salesy' Black Friday and Christmas activity which felt out of touch during a difficult social and economic climate.
So Givematch produced a Christmas campaign that mocked the ridiculous discount frenzy by offering the "best Christmas deal in town" - Half Price Donations. The copy flipped "donation matching" on its head by translating it into the language of Christmas discounts, making Givematch seasonally familiar yet striking as it brought together discounting and charity giving - two things that feel opposing. The campaign caught the public's attention and generated life changing amounts of donations from a new and younger generation of donors.
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Company
Alma DDB
Client
Change the Ref
Summary
In 2020, Change the Ref launched Ballots Against Bullets, a campaign exposing politicians who failed to reduce gun violence. The campaign superimposed voter ballots over crime scene images from mass shootings, with bullet holes checking the boxes for politicians in office when the shooting took place, and who failed to prevent the crime through gun reform.
Following the first edition’s success, the bar for creativity and impact was already high, so it was important this work pushed the conversation forward. The creative approach had to look new and shock voters with the same message. To do that, our effort took a personal approach, enlisting real survivors of gun violence to make the case for gun control. The images superimposed voter ballots over the survivors' bullet scars, using their wounds to “check” the box for politicians opposing gun reform.
The goal was to continue driving awareness around why gun policies matter during voting, while highlighting politicians who have historically failed to support measures reducing gun violence in the U.S. Our target audience was U.S. voters, especially in states where notorious pro-gun politicians would run including Florida, Texas and Georgia. Running the day before the election, the campaign was showcased on 40 billboards, posters and projections strategically placed near voting sites in Florida, Georgia and Texas. The prints showcased in each state corresponded to the real state ballots
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4
Out of Home: OOH For Good
Company
Posterscope/MG OMD/FCB Inferno/Wavemaker
Client
The Home Office
Summary
Violence against Women and Girls is a major societal problem that effects us all. With an aim to shift harmful attitudes this campaign has made major in-roads into building awareness of VAWG, starting difficult conversations and getting young men to think about their attitudes.
OOH as a public medium was ideal to lead the conversation and drive behaviour change in public spaces where attitudes can be challenged and discussed.
Using a range of broad reach formats and highly targeted contexts such as gyms, bars, and the trains this campaign has made a signficant impact. High recognition rates (68% for Men 16-39 and 79% for Men 16-39 with problematic views), has more importantly translated into action with pre and post campaign research (also from IPSOS) demonstrating that as a result of seeing the advertising 61% of all adults and 70% of men 16-39 said they would take action (eg. Visit website, help a vicitm) or intervene safely if they witnessed VAWG behaviour.
Whilst there is still a long way to go this campaign has made measurable advances in making OOH environments a safer place to be for women and girls.
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Company
Alma DDB
Client
Change the Ref
Summary
In 2020, Change the Ref launched Ballots Against Bullets, a campaign exposing politicians who failed to reduce gun violence. The campaign superimposed voter ballots over crime scene images from mass shootings, with bullet holes checking the boxes for politicians in office when the shooting took place, and who failed to prevent the crime through gun reform.
Following the first edition’s success, the bar for creativity and impact was already high, so it was important this work pushed the conversation forward. The creative approach had to look new and shock voters with the same message. To do that, our effort took a personal approach, enlisting real survivors of gun violence to make the case for gun control. The images superimposed voter ballots over the survivors' bullet scars, using their wounds to “check” the box for politicians opposing gun reform.
The goal was to continue driving awareness around why gun policies matter during voting, while highlighting politicians who have historically failed to support measures reducing gun violence in the U.S. Our target audience was U.S. voters, especially in states where notorious pro-gun politicians would run including Florida, Texas and Georgia. Running the day before the election, the campaign was showcased on 40 billboards, posters and projections strategically placed near voting sites in Florida, Georgia and Texas. The prints showcased in each state corresponded to the real state ballots
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Company
Known
Client
Taimi
Summary
Within the last 18 months, hundreds of anti-LGBTQ+ laws have been passed or submitted in the United States, dangerously affecting the community. Murders, mass shootings, violent threats, harassment and legislative attacks have sent a clear, direct message to the LGBTQ+: you are not wanted here, you are not safe.
Taimi, one of the world’s largest and fastest-growing queer dating apps/social platforms, headquartered in war-torn Ukraine, believes these actions and sentiments contradict the freedom and liberty of self-expression upon which America was founded. They decided to mount a multi-platform out-of-home campaign that would fight back, rallying behind their community in the U.S. during Pride month. Our agency believed so strongly in the cultural importance and timing of this message that we waived all agency fees for the campaign.
“America The Beautiful” from Taimi celebrates American core values– freedom, acceptance, inclusion, liberty of self-expression–while uplifting LGBTQ+ communities under attack across America. The campaign features striking photography of queer couples, drag queens, and LGBTQ+ individuals expressing themselves freely–set to the backdrop of the patriotic song “America The Beautiful.”
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Company
Rethink
Client
Decathlon Canada
Summary
To change the way we look at people with disabilities, we've reimagined the universal accessibility symbol to highlight what they can do rather than what they cannot do..
Using Decathlon’s existing signage system and iconic blue brand color, we developed 25 custom symbols representing a variety of wheelchair and non-wheelchair based para-sports, such as tennis, volleyball, hockey and archery. By simply adding sports items and accessories to a universally known icon, we told a completely different story: one that showcases all that people with disabilities can do, not their limitations.
We not only deployed the symbols in Décathlon’s parking lots and in-store signage, but we also created a whole program around it. We promoted our symbols and made them freely available to everyone on our website under the Creative Commons license. We invited all sports organizations (and even our retail competition) to rally around the initiative: provide a more empowering representation of people with disabilities, but also make sure that installations are well adapted for them.
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3
Out of Home: Regional Campaign
Company
EssenceMediacom, Kinetic, DOOH.com
Client
Uber Eats
Summary
Executive summary
The online food delivery sector is highly competitive, so cutting through the noise was key to the success of this campaign. Aiming to reinforce Uber Eats’ brand proposition: ‘Uber Eats helps you get anything, effortlessly’, this groundbreaking campaign was born, targeting a cultural moment central to food and festivity: the holy month of Ramadan.
The strategy focused on the Ramadan tradition of Iftar, the meal to break the daily fast at sunset, a time that varies daily and by location.
Building on this insight, the team imagined a data-driven Digital Out-of-Home campaign titled 'Iftar Incoming', providing precise sunset times based on solar calendar data specific to various UK locations, authenticated by the British Council of Muslims.
This approach ensured the campaign's relevance and utility, offering a seamless way to schedule sunset deliveries via the Uber Eats app, facilitating Iftar preparations.
Executed across strategically selected cities, including London and Manchester, the campaign presented daily sunset times and fostered a direct connection with Uber Eats' services during Ramadan.
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Company
Starcom Worldwide, Broadsign, Google DV360
Client
Veet
Summary
Personal care brand Veet tapped media planning and buying agency Starcom and ad tech partners Google and Broadsign to help generate awareness of its new hair depilatory product Veet Expert in the French market. Together, the companies created and delivered an omnichannel campaign aimed at enhancing product consideration and sales for the Veet Expert launch in major cities nationwide, targeting Veet’s core demographic of females 50 or younger. The campaign marked the company’s first foray into programmatic digital-out-of-home (pDOOH) and featured bright, playful creative that encouraged audiences to use the new product and promised salon-like experiences. To ensure the campaign would reach the right audiences across the right locations in France, Veet and parent company, Reckitt teamed up with Starcom, Broadsign, and Google to maximize reach, deliver DOOH ads in contextually relevant settings using Clear Channel France inventory, leverage geo-targeting capabilities, and access robust reporting. Broadsign’s team helped create DOOH campaign proposals that unlocked premium inventory available on its OOH supply-side platform (SSP), which could be uploaded and executed via the Google DV360 omnichannel demand-side platform (DSP). By the end of the campaign, 213,821 DOOH ads ran, resulting in more than 3.8M targeted impressions. The campaign positively impacted ad recall and attribution, helping boost awareness for the Veet brand and Veet Expert. It also showed a 126% uplift in purchase consideration and a 153% uplift in intent, highlighting DOOH’s impact on lower-funnel metrics.
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Company
JLL
Client
JLL
Summary
In 2022, JLL launched its new brand “See a brighter way.” It spotlights JLL’s purpose and range of expertise to help clients solve complex challenges amid a changing real estate environment. The objectives of this campaign were to announce and create excitement around JLL’s new “See a brighter way” brand in the Americas and increase awareness of JLL and its commercial real estate solutions. JLL created an out of home campaign in two key markets – New York, New York and Toronto, Ontario to meet its audience at the right time and place during key events. The campaign created a positive buzz with internal stakeholders, clients and prospects and increased JLL website traffic by 6% for new visitors.
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5
Out of Home: Spectacular
Company
Publicis Media Luxe at Publicis Media
Client
Louis Vuitton, part of LVMH
Summary
This was a brilliant one-off OOH media execution with spectacular elements which showed how OOH media can be so much more than a box for creativity, but a true creative canvas. Launching the ground-breaking collaboration between artist Yayoi Kusama and Louis Vuitton, Publicis Media Luxe turned the iconic architecture of Harrods into an immersive expression of the artist’s work. This campaign went beyond the streets and also involved the first-ever artist takeover of the Financial Times. In doing so, it was a creative and commercial success, cementing Louis Vuitton’s position as Harrods’ best-selling brand.
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Company
Mindshare, Kinetic, House 337
Client
M&S
Summary
Actually, it started with a BraFact…or appropriately a pair of facts. Two-thirds of women were wearing the wrong size bra and a third of women had never had a bra fitting. As a company that sells 21 million bras a year this felt like a problem that M&S should be fixing.
Research made it clear that bra needs are as diverse as the bodies that wear them. There was, however, one common barrier to getting fitted. A lack of body confidence. M&S prides itself on being for everyone and now was the time to demonstrate that by not just promoting bra fittings but celebrating the rich tapestry of body types. It starts with a BraFit but the ultimate goal is body confidence. If it’s not too highfalutin ‘Love your Boobs’ is a shorthand for self-love.
A key expression of this message of body-inclusivity was Lydia Reeves’ art installation – ‘Sixteen’ - featuring casts of the chests of 16 diverse M&S colleagues and customers.
The campaign’s impact was both immediate and enduring. Bra fittings remain up dramatically compared to last year (+67%). One in five women noticed the campaign (double that of a year ago), and over half of all UK women would consider using BraFit. There has been a total of 2.5m organic social views with customers complimenting the diverse casting of the campaign. Oh, and more bras are being sold too – up 4%.
We’ve started to love our boobs.
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Company
the7stars, Kinetic
Client
H&M
Summary
OOH has played a leading role for H&M as part of their overarching media strategy, but for Holiday 2022 we needed to use the channel at its most creative to cut through in a hugely cluttered market to drive consideration and purchase across the holiday period.
We did this by bringing the magic of the holiday season to the streets of London through two incredible special installations that delighted shoppers, generated PR and talkability, and most importantly shifted more people further down the funnel and increased sales.
Easily the most spectacular (and effective) campaign of the year!
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Company
Disney/OMG23/Clear Channel Airports
Summary
Passengers at John F Kennedy International Airport can experience the magic of Disney by traveling through North America’s only airport immersive tunnel experience. For the duration of the tunnel, Disney captivates travelers of all ages with the power of storytelling, through high-definition, iconic and seamless digital displays, innovated inventory enhancements, illuminated print that commands attention and integrated speakers that provide ambient audio to create atmosphere and targeted audio. Located in Terminal 8 of JFK Airport, this unique and memorable experience reaches a potential 780,000+ monthly passengers, with a combination of 420,000+ domestic passengers and 360,000+ international passengers and a total of 2.1M monthly impressions. Creative is changed every three weeks, promoting a new release, keeping travelers engaged and current on new Disney content.
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Company
ACTIVISION BLIZZARD | DIVA | RAPPORT | PIXEL ARTWORKS | GLOBAL STREET ART
Client
ACTIVISION BLIZZARD | DIVA | RAPPORT | PIXEL ARTWORKS | GLOBAL STREET ART
Summary
Objective:
For the highly anticipated launch of Diablo IV, the team at Diva were challenged with bringing life to Lilith, the primary antagonist in the beloved video game series.
Strategy:
Using a combination of original design, existing assets and Unreal Engine 5, the teams across Activision Blizzard and Diva Design created show-stopping murals to get the fans excited and the public talking.
THE SPECTACULAR MURAL - TABERNACLE ST, LONDON
Lilith was summoned in partnership with Global Street Art, who hand-painted the Diva design. This included Global Street Art’s biggest wall in Europe, situated on Tabernacle Street in Shoreditch, London.
This hand-painted mural was further enhanced with projection mapping at night for life-like flames.
Pixel Artworks, who pulled out all the stops with their projection mapping skillset; and media agency Rapport who helped bring this vision to life with their pioneering OOH expertise.
Result:
Fans couldn’t get enough and shared images of Lilith’s fiery return all over social media during and post-production which generated an unmissable moment for fans around the world.
Diablo IV became Activision Blizzard’s fastest selling game of all time and at the time of writing Lilith still looms over unassuming Londoners on the largest mural site in Europe. A staggering 5651 square ft.
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6
Out of Home: Use of Data
Company
EssenceMediacom, Kinetic, DOOH.com
Client
Uber Eats
Summary
Executive summary
The online food delivery sector is highly competitive, so cutting through the noise was key to the success of this campaign. Aiming to reinforce Uber Eats’ brand proposition: ‘Uber Eats helps you get anything, effortlessly’, this groundbreaking campaign was born, targeting a cultural moment central to food and festivity: the holy month of Ramadan.
The strategy focused on the Ramadan tradition of Iftar, the meal to break the daily fast at sunset, a time that varies daily and by location.
Building on this insight, the team imagined a data-driven Digital Out-of-Home campaign titled 'Iftar Incoming', providing precise sunset times based on solar calendar data specific to various UK locations, authenticated by the British Council of Muslims.
This approach ensured the campaign's relevance and utility, offering a seamless way to schedule sunset deliveries via the Uber Eats app, facilitating Iftar preparations.
Executed across strategically selected cities, including London and Manchester, the campaign presented daily sunset times and fostered a direct connection with Uber Eats' services during Ramadan.
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Company
Wavemaker, VCCP, Kinetic & DOOH.com
Client
Transport for London
Summary
By creating a welcoming experience for international travellers, Transport for London (TfL) orchestrated a ground-breaking campaign to promote the Elizabeth line now connecting Heathrow Airport to central London. Leveraging the status of Heathrow as the UK’s global hub airport, the campaign aimed to create a welcoming first impression for the millions arriving at Terminal 5.
Underpinned by data-driven out-of-home creativity and innovation, the campaign strategically engaged passengers at various stages of their journey, beginning with in-flight pre-roll video placements. This initial engagement was fortified by 42 dynamic digital screens at the baggage carousels in the arrivals hall, offering real-time train departure updates using the National Rail API. The campaign presented passengers with timely and practical travel information, and underscored the service’s frequency.
A remarkable aspect of this campaign was the personalisation of content based on flights’ countries of origin, offering key information in passengers’ native languages besides English, fostering a warm, inclusive welcome. Achieved through the integration of Heathrow’s API and massive creative updates, this initiative resonated powerfully with passengers, evidenced by a significant week-on-week surge in Elizabeth Line patronage from Heathrow into London.
Moving forward, TfL plans to replicate this successful blueprint across other terminals, reinforcing its commitment to providing an accessible, efficient, and personalised travel experience for every visitor arriving into London. The campaign not only epitomised innovation at scale but also underscored TfL’s ethos of inclusivity and hospitality, speaking volumes in not just one, but five different languages.
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Company
Talon, OMD UK
Client
McDonald's
Summary
McDonald’s is on a mission to become not just the UK’s biggest restaurant brand, but also its favourite. To the outsider, it might look like McDonald’s strategy is to reach as many people as possible with their high-volume OOH campaigns across the year. However, McDonald’s entire annual OOH laydown - 500k locations reaching over 80% of the UK population is powered by data. We amalgamated 5 different data sources to generate audience-first insights helping us to create unmissable OOH that drives measurable action
Through ingesting several data sources including Ada (Talon’s DMP), ROMs and Route data, we build intelligence around the McDonald’s audience – identifying who they are, where they are, and what they spend their money on. This intelligence, transformed to insights that inform our decision making, enabling us to optimise our OOH strategy to deliver on business performance. By delving into granular detail and building bespoke, data-driven OOH campaigns specifically for each product on the McDonald’s menu, we ensure that every OOH location and campaign we plan for McDonald’s is effective.
The planning principles and optimisation insights we have gathered have increased OOH ROMS significantly between 2017 and 2023 and, as a result of this success, McDonald’s have increased investment into OOH by 6% since 2017.
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Company
Talon, Havas Media
Client
Starbucks
Summary
This is the story of how Starbucks adapted to once in a generation market conditions and behaviour change.
Exploiting the power of data in OOH, Havas Media & Talon identified a new growth audience and utilised over 9 million mobile ad ID’s and associated mobile location data, mapped against over 1,000 Starbucks stores to transform the manner in which we used OOH. Delivered via ATLAS (DSP), we undertook one of the biggest data-driven strategies in the UK, scoring over 200,000 panels and serving an automated, programmatically traded buy with dynamic creative, adapting messaging in real time based on live triggers and sales data.
A first of its kind approach for Starbucks: more cost-effective, reducing CPT’s vs. our previous buying approach, minimising wastage, and delivering a 62% uplift in target audience impressions. Importantly, delivering for the brand and business, delivering a YoY increase on rewards customers, an increase in ROI and revenue multiple record sales weeks in 2022/23.
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Company
VIOOH, Sage+Archer, JCDecaux NL
Client
DEGIRO
Summary
DEGIRO is a Dutch online investment platform. For 2022, amidst economic uncertainty, they wanted to deploy a campaign to reach people who met the criteria to start investing but were not yet investors - and decided that programmatic DOOH (prDOOH) was the perfect channel for this.
DEGIRO used proprietary data to intelligently reach its target audience as efficiently as possible, deploying a dynamic campaign with screen selection that moved with the audience throughout the day. This campaign fuelled by data drove incredible results, including a 13% uplift in brand consideration, creative recognition and a 9% increase in website visits.
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Company
The Trade Desk, Dentsu Red Star
Client
Tiger Beer
Summary
In April 2023, Tiger uncaged a new innovation, Tiger Soju Infused Lager, in Singapore by emphasising premiumisation and targeting new consumer demographics (younger people), categories and occasions. The goal was to enhance Tiger’s brand equity, establishing it as a bold and progressive brand through the introduction of its first ready-to-drink Soju Infused Lager immediately after Lunar New Year, a typically slow period for beer sales.
Tiger and its agency, Dentsu Red Star, partnered with The Trade Desk to execute a data-driven advertising campaign from 17 April to 31 May 2023. The campaign included digital-out-of-home (DOOH) and display ads and used a combination of audience targeting strategies.
Leveraging The Trade Desk’s collaboration with Singapore’s largest supermarket chain, FairPrice Group, Tiger tracked in-store and online sales generated by its DOOH and display ads. This unique retail data partnership marked a global first in measuring a DOOH campaign with a retail measurement solution. It also enabled access to high-value FairPrice customers on the open internet.
Strategically placed DOOH ads reached approximately 35 per cent of Singapore’s population. People who purchased Tiger Soju Infused Lager via FairPrice after seeing DOOH and display ads had a 31 per cent higher basket and a 3.7 times shorter conversion cycle compared to those who only saw display ads. Overall, the campaign drove a 1.32 times increase in sales for Tiger Soju Infused Lager.
This ground-breaking campaign demonstrated the power of retail data and DOOH media in driving both brand awareness and sales for Tiger.
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8
Out of Home: Use of Location
Company
Bray Leino
Client
TePe
Summary
Most British adults brush their teeth. But the niggly gaps between which cover on average 40% of your total tooth surface are woefully neglected. TePe are on a mission to improve oral health, change the perception of interdental brushing, and make their tiny toothbrushes (IDBs) seem less intimidating.
Rather than shying away from showing too much of the brush, we leaned into it and went HUUUGE. Shining a spotlight on the intricacies TePe’s little design touches – the care and expertise that goes into designing and creating them - brought personality to the brand and demystified the act for those who aren’t sure if IDBs are for them. Focussing on the bright colours brought a playfulness, making them feel everyday and appealing.
We targeted thousands of commuters and other tube visitors at various points in their journey. Using tube cards and cross track posters on the TFL network, the iconic ‘MIND THE GAP’ became ‘FIND THE GAP’. This threw a spotlight on the fact these little brushes are expertly designed to go where a regular toothbrush can’t.
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Company
Craft Media, 20Something, Studio Birthplace
Client
Woolmark
Summary
WEAR WOOL, NOT FOSSIL FUEL - WOOLMARK & CRAFT MEDIA
69% of clothes contain plastic, which means every 25 minutes an Olympic swimming pool’s worth of oil is used in their production.
Our brief was to raise awareness amongst fashion audiences about the environmental impact of fabric and make wool a desirable alternative.
Out-of-home helped us behave like a luxury fashion brand, using the most PR worthy OOH formats mixed with street-level stature-building 48 sheets, hand-selected D6s and fly posters helped us elevate our fashion credentials in the most fashionable places.
Using global fashion weeks as a backdrop for attention, we successfully boosted Woolmark’s reputation and altered perceptions about wool, growing associations with being environmentally-friendly by 22%.
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Company
Dentsu X
Client
Vital Farms
Summary
Vital Farms has two major objectives across all media efforts: amplify awareness and maintain stakeholder trust. The ethical food company, known for their pasture-raised eggs, has always put its hens first by providing them with open pastures to roam outside. When a social media platform unveiled a new bird-free logo in July 2023, it provided the perfect stage for a culturally relevant, fast-turn campaign to come to life.
Based on this news, Vital Farms took San Francisco, with a series of OOH placements with one message: “Roam Free, Little Bird. Live The Way Our Hens Do.” These placements included a truck with a digital display that drove around iconic city landmarks like the Golden Gate Bridge, along with OOH projections on urban bus shelters and EV charging stations.
Vital Farms used this timely moment to continue to bring awareness to raising the standards of farm animal care, and to ultimately show how Vital Farms’ hens have access to roam outside. The “Roam Free, Little Bird” campaign further reinforced the pasture-raised lifestyle was not only for hens, but for all birds. Even ones that serve as a logo.
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Company
Wavemaker, VCCP, Kinetic & DOOH.com
Client
Transport for London
Summary
By creating a welcoming experience for international travellers, Transport for London (TfL) orchestrated a ground-breaking campaign to promote the Elizabeth line now connecting Heathrow Airport to central London. Leveraging the status of Heathrow as the UK’s global hub airport, the campaign aimed to create a welcoming first impression for the millions arriving at Terminal 5.
Underpinned by data-driven out-of-home creativity and innovation, the campaign strategically engaged passengers at various stages of their journey, beginning with in-flight pre-roll video placements. This initial engagement was fortified by 42 dynamic digital screens at the baggage carousels in the arrivals hall, offering real-time train departure updates using the National Rail API. The campaign presented passengers with timely and practical travel information, and underscored the service’s frequency.
A remarkable aspect of this campaign was the personalisation of content based on flights’ countries of origin, offering key information in passengers’ native languages besides English, fostering a warm, inclusive welcome. Achieved through the integration of Heathrow’s API and massive creative updates, this initiative resonated powerfully with passengers, evidenced by a significant week-on-week surge in Elizabeth Line patronage from Heathrow into London.
Moving forward, TfL plans to replicate this successful blueprint across other terminals, reinforcing its commitment to providing an accessible, efficient, and personalised travel experience for every visitor arriving into London. The campaign not only epitomised innovation at scale but also underscored TfL’s ethos of inclusivity and hospitality, speaking volumes in not just one, but five different languages.
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Company
Talon, OMD UK & 4Creative
Client
Channel 4
Summary
There’s a perception that to celebrate Pride, you must go to the big city hot spots of London, Manchester and Brighton. But Channel 4 knows that pride isn’t just in big cities – it’s in the tiny hamlets and old mining towns too.
Forever a champion of representing and supporting marginalised voices, Channel 4 showed up for Pride everywhere making a massive impact with multiple OOH formats, reminding everyone that Pride is, in fact, nationwide and demonstrating to those who have left small towns, and those who still live there now, that you can be whoever you are, wherever you are.
The Pride campaign garnered noticeable attention, with 2 in 10 adults being aware that Channel 4/All 4 celebrated Pride 2022 in some manner, rising to a quarter of 16–24-year-olds. Moreover, the campaign sparked essential discussions about LGBTQIA+ acceptance, as 73% of LGBTQIA+ respondents agreed.
As a result, the campaign was effective in encouraging authenticity, as 6 in 10 people agreed that such initiatives help individuals embrace their true selves and contribute to breaking societal taboos.
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Company
VIOOH, StoreBoost, JCDecaux UK
Client
On
Summary
The groundbreaking approach to On’s programmatic DOOH campaign centred around one specific location - the launch of its first UK store on London’s Regent Street - played a vital role in its success.
A three-stage campaign was crafted that demonstrated an unprecedented level of precision-targeting for DOOH. In a true media first, the campaign established a landing zone by buying advertising during exact moments when runners passed through Oxford Street, guiding them towards the On store.
The success of this campaign was undeniable, with a mammoth uplift in footfall during various stages of the campaign - in some cases, doubling the target!
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Company
Rethink
Client
IKEA Canada
Summary
IKEA Window Shopping - To help people living in small downtown spaces, we created a media model that gave back to the city. Instead of spending money on billboards, we turned real homes (with real people living inside) into IKEA showrooms. Unlike a traditional installation or advertisement, utilizing real Toronto homes with real people enabled IKEA to highlight a wide breadth of lifestyles, while showing people how to make the most of their small spaces.
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Company
Kinetic, Mindshare, Mother
Client
KFC
Summary
KFC's quest to conquer the Delivery service arena is a tale of clever strategy and out-of-the-bucket creativity. In late 2022, KFC arrived late to the Delivery service party and had some catching up to do. Facing stiff competition from other brands, KFC devised a new creative platform, "And that's why there's KFC Delivery," to differentiate themselves and standout in a crowded market.
But with only a limited budget available, our OOH campaign needed to do something out of the ordinary to drive fame and buzz for KFC Delivery. So, we went rogue and in true KFC-style we hijacked home entertainment brands' OOH live ads, such as PlayStation, Amazon Prime, and Netflix, to build an association with the key moments when chicken lovers would be most likely to order in, while also delivering shareable content for KFC’s Twitter account.
Our cheeky campaign worked, generating significant buzz online and smashing all benchmarks. The campaign also received recognition from industry publications and helped KFC earn the title of Campaign's Best Brand Voice of 2023. And best of all, KFC Delivery Awareness shot up by 5ppts in just two quarters.
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8
Out of Home: Use of Programmatic
Reaching fashion-forward consumers at the point of purchase and beyond for Puig new fragrance launch
Company
Place Exchange & Starcom
Client
Puig
Summary
Puig, a leading global fashion and beauty company, wanted to drive brand awareness of their new fragrance in the US: Paco Rabanne’s Fame. The media agency, Starcom, leveraged Place Exchange’s audience targeting capabilities and premium DOOH inventory to primarily reach fashion-forward Gen Z women, with a secondary focus on gift givers.
Place Exchange used its proprietary planning tool to help build the media plan and identify the specific locations of DOOH screens that would most efficiently reach the desired consumer profiles. Using the tool, Place Exchange first identified the screens with a high index of fashionable Gen Z women, within markets like NY, LA, SF, Dallas, Miami, and more. Also, for each DMA, Place Exchange then focused on identifying DOOH inventory in proximity to apparel and beauty stores such as Macy’s, Ulta Beauty, and Sephora, where the fragrance could be purchased.
The DOOH campaign seamlessly delivered targeted impressions at scale: Over 28 million impressions, across 4 thousand screens, and 10 DMAs.
Lucid, the 3rd party brand lift partner, recorded 6.4% Brand Awareness for the DOOH campaign - which surpassed the Brand Awareness benchmark for the retail category (4.69%). The campaign also surpassed the retail benchmarks across Brand Favorability (5.3% vs. -0.86%) and Brand Consideration (2.5% vs. 0.69%). The results demonstrated that the DOOH campaign exceeded expectations in generating brand lift across all recorded brand metrics for the new fragrance product launch.
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Company
VIOOH, Hawk, Numodo, Republic of Media, JCDecaux UK
Client
Magners
Summary
Magners ran a programmatic DOOH (prDOOH) and mobile campaign to promote ‘Secret Orchard’, a series of four events they ran across the UK with music acts and unique experiences for fans to enjoy.
The campaign applied a multitude of technological capabilities prDOOH has to offer, including geo-fencing, leveraging rich O2 and IRI data signals to build targeted audience in the cities that the events took place in, day parting as well as retargeting via mobile to amplify effectiveness - and it certainly worked! All 4 events sold out with 100% attendance and even had people on the waiting list.
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Company
VIOOH, The Trade Desk, JCDecaux UK
Client
HP
Summary
For their latest Christmas campaign, HP EMEA wanted to promote their state-of-the-art EVO devices as the perfect gift for the season. The challenge came with ensuring the campaign cut through in what, for many retailers, is the busiest time of the year.
By partnering with a leading UK retailer and leveraging the use of programmatic within DOOH, this campaign surpassed all expectations. Results included a huge 7-point YoY increase in HP's market share within the Consumer segment, as well as propelling the market share of Windows-based premium segments ($800+) to double within a mere two weeks - a true advertising triumph.
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Company
Place Exchange and Publicis Health Media with Havas Worldwide as Creative AOR
Client
ViiV Healthcare
Summary
For the ViiV PrEP Apretude 2023 programmatic OOH initiative, ViiV and their media agency Publicis Health Media (PHM) developed a comprehensive strategy to reach their target audience at popular LGBTQ+ events, such as Pride Weeks and Pride Parades/Marches throughout the country. For each event, ViiV Healthcare compiled a list of zip codes and points of interest, such as LGBTQ+-friendly bars and event venues and provided guidance for targeting parameters based on the density of each neighborhood and scale of each event. PHM tapped Place Exchange to identify the DOOH screens, including outdoor, transit and place-based inventory, located in the target regions for each event. Place Exchange created custom geofences against each point of interest to hyper-target event attendees and to ensure efficient media delivery. PHM then activated the campaign against the identified inventory through their omnichannel buying platform, The Trade Desk (TTD).
Place Exchange seamlessly delivered over 40 million impressions across 8,611 unique DOOH screens and 20+ media owners to reach the LGBTQ+ community at scale - helping PHM simplify a multi-faceted media activation through one point of activation and one buying platform, TTD.
Just a few years ago, it was far more rare for pharma advertisers to leverage programmatic OOH, but with recent innovations in targeting, creative delivery and measurement, unique campaigns such as this have real impact with consumers who could benefit. Programmatic OOH uniquely enabled ViiV to target their consumers at scale in the physical world while executing a hyper-focused media strategy.
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Company
Talon Havas Media
Client
Starbucks
Summary
This is the story of how Starbucks adapted to once in a generation market conditions and behaviour change. Exploiting the power of programmatic OOH, Havas Media & Talon identified a new growth audience and utilised over 9 million mobile ad ID’s and associated mobile location data, mapped against over 1,000 Starbucks stores to transform the manner in which we used OOH. Delivered via ATLAS (DSP), we undertook one of the biggest programmatic strategies in the UK, scoring over 200,000 panels and serving an automated, programmatically traded buy with dynamic creative, adapting messaging in real time based on live triggers and sales data.
A first of its kind approach for Starbucks: more cost-effective, reducing CPT’s vs. our previous buying approach, minimising wastage, and delivering an uplift in target audience impressions. Importantly, delivering for the brand and business, delivering a YoY increase of on rewards customers, an increase in ROI and revenue multiple record sales weeks in 2022/23.
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Company
Wavemaker
Client
WPP@Colgate-Palmolive, Colgate-Palmolive
Summary
Colgate’s core belief is everyone deserves a future they can smile about, and this was brought to life via their #SmileStrong campaign. In the past three years, this belief was severely challenged due to the COVID-19 pandemic, as consumers in Singapore underwent various restrictions and uncertainties that not only upended their lives but also led to greater anxieties about their future. As a result of the mask mandate, residents were unable to freely express their smiles, arguably dampening the spirit of optimism.
In Singapore, the light at the end of the tunnel came in February 2023, when the government dropped the mask mandate across public transport.
For Colgate, masks were the ultimate symbol of everything going against #SmileStrong, and they leveraged this unmasking occasion as a simple yet powerful creative expression, calling on Singaporeans to ‘Free Your Smile’ and reclaim their optimism as they look toward the future.
Free Your Smile started as a text message idea at 3:20pm on Friday and quickly became a meticulously programmed, island-wide programmatic DOOH campaign activated 48 hours later. As luck would have it - this coincided with Valentine’s Day, giving Singaporeans another reason to celebrate and #SmileStrong! A Brand Lift study was conducted to understand the true impact of the campaign on audiences who were exposed to the ad (exposed) and those who were not (control). The results included:
320% uplift in Ad Recall
50%+ overall consideration
75% uplift in Familiarity
The campaign delivered 4,899,762 impressions over 3 days, 8.7% more than planned.
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Company
The Trade Desk, Dentsu Red Star
Client
Tiger Beer
Summary
In April 2023, Tiger uncaged a new innovation, Tiger Soju Infused Lager, in Singapore by emphasising premiumisation and targeting new consumer demographics (younger people), categories and occasions. The goal was to enhance Tiger’s brand equity, establishing it as a bold and progressive brand through the introduction of its first ready-to-drink Soju Infused Lager immediately after Lunar New Year, a typically slow period for beer sales.
Tiger and its agency, Dentsu Red Star, partnered with The Trade Desk to execute a multi-channel programmatic advertising campaign from 17 April to 31 May 2023. The campaign included digital-out-of-home (DOOH) and display ads.
Leveraging The Trade Desk’s collaboration with Singapore’s largest supermarket chain, FairPrice Group, Tiger tracked in-store and online sales generated by its DOOH and display ads. This unique retail data partnership marked a global first in measuring a DOOH campaign with a retail measurement solution. It also enabled access to high-value FairPrice customers on the open internet.
Strategically placed DOOH ads reached approximately 35 per cent of Singapore’s population. People who purchased Tiger Soju Infused Lager via FairPrice after seeing DOOH and display ads had a 31 per cent higher basket and a 3.7 times shorter conversion cycle compared to those who only saw display ads.
Overall, the campaign drove a 1.32 times increase in sales for Tiger Soju Infused Lager. It demonstrated the power of programmatic DOOH advertising in boosting brand awareness and sales. Leveraging state-of-the-art advertising technology and strategic partnerships, Tiger successfully introduced a novel beverage in Singapore.
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Company
Kinetic, Wavemaker
Client
Campari Group
Summary
A shift in strategy and execution led to the recruitment of an additional 650,000 new drinkers for Aperol and a 9pp shift in brand awareness since the start of 2020. This was achieved by outsmarting competitors that we couldn’t outspend. How did we do it? We shifted our focus from ‘What people think about Aperol’ to ‘When people think of Aperol’ using data-led day-parted and weather-triggered DOOH, to align outdoor media placements to key sunshine and ‘Aperitivo’ trigger moments around ‘the first drink of the night’.
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