Cannes Contenders: Digital Out of Home
Thomas Valente, Founder of Inertia Studios, picks some of the best digital out of home campaigns from the last year that he thinks have a chance of taking home a Lion in Cannes, including some awesome Lionesses.
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Nike You’ve Never Seen England Like This
Ahead of the 2022 European Championships, Nike teamed up with Wieden+Kennedy to deliver a monumental campaign celebrating England’s Lionesses. While the series of massive projections on historic venues are quite impressive by themselves, the fact that they carefully matched each location to the player’s position or game style really elevates the concept to a whole new level.
Tesco Together This Ramadan
BBH London’s Together this Ramadan campaign for Tesco’s promoted inclusivity and brought cultural awareness to Ramadan celebrations within the UK. This message came across through huge billboards featuring food that appeared and disappeared in line with fasting times. Although seemingly simple, this campaign gets down to the essence of combining technology and tradition in an innovative way, proving that sometimes less is more.
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Credits
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- Agency BBH/London
Tubi Rabbit Hole
Tubi’s 3D billboard campaign, Rabbit Hole, by Mischief and Inertia Studios (yours truly), served as the prelude to its Super Bowl ad by featuring a giant, playful rabbit with a mischievous grin towering out of the screen. This 3D OOH experience featured clever use of multiple billboards stitched together to create a highly immersive and imaginative anamorphic experience. The eye-catching campaign captured Tubi’s disruptive personality whilst adding an element of surprise to the bustling cityscape and inviting viewers to fall into the platform’s 'rabbit hole' of content.
Credits
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- Agency Mischief/Brooklyn
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Credits
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- Agency Mischief/Brooklyn
Credits
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- Agency Mischief/Brooklyn
Turn Off Your Brand
HOY Buenos Aires and Havas Argentina joined forces to celebrate Earth Hour with their Turn Off Your Brand campaign. The agencies promoted design as a tool for change, which they realised by enlisting clients - Puma, Renault and L’Oreal amongst others - to lower the power on their LED screens, replacing colourful visuals with black and white versions of their logos and the hashtag #ChangeForClimateChange. The result is a campaign that is powerful, both in message and delivery.
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Disney/20th Century Studios Avatar: Way of the Water Niagara Falls
The amount of elements involved in this campaign makes it hard to pinpoint what exactly makes it so impressive. There are 60-foot wide holographic projections, drone shows, James Cameron’s latest Avatar trailer, and even Niagara Falls as a backdrop. The activation, created by Groove Jones and National Experimental, managed to promote the new Avatar: The Way of the Water movie trailer release while also nodding to the director’s hometown in the Niagara Falls area and showcasing Disney’s legendary star power.
Disney/20th Century Studios Avatar: Way of the Water Niagara Falls [intro]
Disney/20th Century Studios - Avatar: Way of the Water Niagara Falls [behind the scenes]
