With impressive VFX stunts like the gigantic Barbie spotted next to the Burj Khalifa and AI creatives like Maybelline London Underground viral social media video in recent weeks, the humble out-of-home seems to have been cast aside as marketers look to pin down the next big thing.
However, let’s not underestimate the power of a good old-fashioned static billboard – especially when it lets people get a bit hands-on.
For, rather than relying on CGI or other digital magic, these interactive OOH billboards bring a refreshing twist to the advertising world – blending the intrigue factor of more modern marketing methods with a new variation to the traditional billboard.
From launching new product ranges to promoting movies, these interactive out-of-home UK ads stole the limelight, proving that the good old static creative doesn’t have to be just an eyesore on the sides of our roads, or a blemish obstructing our views.
Netflix lets viewers feel Chris Hemsworth’s sweat
In a baffling move to promote the Marvel star Chris Hemsworth’s new Netflix movie, Extraction 2, the streaming service decided to create an interactive billboard that could secrete bodily fluids.
Confused? Yep. What exactly was going on in that meeting room when they landed on the idea of enlarging Hemsworth’s face to drip actual sweat on passers-by, we will never know.
What we do know is that the sweaty interactive creative featured a large image of the actor with the text that read: ‘Action so intense our billboards sweat’. Hemsworth’s forehead was then fitted with holes that allowed water to pour through them, with the pressure and frequency to mimic sweat. Gross, but impressive.
Extraction 2 has such intense action scenes that Chris Hemsworth is even sweating on the billboards! pic.twitter.com/WA9HJ0MbFo
— Netflix (@netflix) June 23, 2023
BBC utilises natural lighting for spooky effect
Appearing simply as a promotional billboard, speckled with wooden stakes by day, this interactive BBC creative transforms at night, revealing a hidden silhouette of the titular character from the British broadcaster’s drama, ‘Dracula’.
The creative, which was accompanied with a stake stashed away behind emergency glass that read ‘in case of vampires, break glass’, is certainly a clever way to get people’s attention.
Kind spoils commuters with a selection of healthy snacks
Departing from the entertainment promotional boards, health-snack brand Kind took its interactive OOH in a different direction.
In a scene like something straight out of Charlie and Chocolate Factory – where young Charlie reaches out a grabs chocolate from the TV screen – Kind encouraged London commuters to stop and ‘grab a handful of goodness’.
Using actual fruit as well as its own snack bars, the health conscious brand’s campaign has shown how the traditional billboard structure can be shaken-up with its ‘grab and go’ creative.
Herbal Essence powers the planet one leaf at a time
Teaming up with Kew Gardens, the hair brand Herbal Essence urged commuters to ‘pick a leaf and power the planet’, at locations such as Old Street, Clapton and Kentish Town.
Produced by creative agency Mr President, the static featured over 3,000 detachable leaves, which all contained wildflower seeds. The heart-warming interactive campaign had the potential to grow over 36,000 wildflowers with an aim of encouraging a more suitable habitat for butterflies across London.
Little Moons gives out sweet treats from another world
Frozen treat brand, Little Moons, launched an interactive activation that saw ice cream samples handed out by a number of floating – well – hands.
Accompanied by text that read ‘ice cream from another world’, the hugely successful Lucky Generals creative gave out over 20,000 mochi, much to the excitement of passing consumers.
“This was hands down one the best and most uplifting stunts I’ve worked on,” said Lucky Generals head of special ops, Paul Mallon.
Little Moons marketing director Ross Farquhar added: “The public could do with a little lift right now, and there’s no better lift than being unexpectedly handed some Little Moons as you go about your day. Working with Lucky Generals to give Britain a boost has been a joy — they thoroughly deserve a round of applause.”
Dog Trust uses puppy power to raise awareness
The Dog Trust had their own spin on the traditional 48-sheet billboard, covering their OOH with toy puppies which, when removed, slowly revealed a poignant message.
As each passer-by interacted with the billboard and took a puppy, the message ‘Don’t fuel the trade’ was uncovered, shedding light on the problems of the puppy smuggling trade. The hard-hitting creative saw 17,000 members of the public take notice of the interactive static billboard.
Within hours, all 750 puppies were taken.
Commenting on the creative, Dogs Trust said: “From Arnold the Pug, to Polly the Dachshund, the toy puppies (all 750 of them) stuck to the billboard represent real life dogs rescued by us, having survived appalling transportation conditions.:
“We hope that whether people pluck a dog from a billboard in the street or simply visit the puppy smuggling website, the message is clear: “It shouldn’t be this easy to get a puppy.”
Audible’s audible out of home
Amazon-owned audiobook and podcast service Audible launched an interactive audible out-of-home created as part of the brand’s ‘A Line-Up Unlike Any Other’ campaign.
By scanning a QR code on the static billboards, passers-by were able to engage with the interactive content and play audiobooks and podcasts covering true crime on the brand’s landing page.
“There is a reason people connect with true crime stories – they are truly human stories. This campaign showcases the remarkable, gripping and often uncomfortable reality of crimes being carried out every day around us, and puts a special focus on the victims, who too often go unheard,” said Audible senior director of content and brand marketing, Albert Hogan
“We wanted to bring these stories to life in new and interesting ways, so we’re delighted to work with Talon on bespoke billboards to encourage audiences to stop and listen through unconventional means.”
Corona rides the waves with hard-hitting message
To mark World Oceans day in 2018, Corona worked with Wieden + Kennedy on an interactive billboard advertising campaign to highlight the sheer volume of plastic ending up in the oceans.
Encouraging commuters to drop their own trash at the site the creative featuring Chris Hemsworth (yes, again) surfing a wave of rubbish made for a sobering, but eye-catching display.
