The rise of fake OOH ads: what it means for creativity and teamwork
The mix of physical and digital elements in fake OOH advertising is inspiring creatives to try bold new ideas.
The out-of-home (OOH) advertising world is evolving with the introduction of fake OOH (FOOH) ads. These campaigns use CGI, AI, and mixed reality to create eye-catching visuals that merge physical and digital spaces, designed to grab attention and go viral on social media.
From Fenty Beauty’s floating foundation bottles to Sunshine Bakeries’ erupting sweet potatoes, FOOH ads are turning heads in ways traditional billboards can’t. Industry experts say these ads are pushing creatives to think differently.
Shouvik Prasanna Mukherjee of Golin says mixed reality opens up new opportunities for creative ideas. “FOOH content isn’t just for people on the street—it’s meant to spread online through optical illusions that engage viewers,” he explains. This trend is also bringing strategy and creative teams closer together to deliver ideas that grab attention and deliver results.
Chew Guo-You of This is Tommy adds that FOOH ads blur the lines between motion design and visual effects. While the format allows for more ambitious ideas, poorly done 3D work can hurt a brand’s reputation. Chew believes agencies must start with bold concepts, not just media choices, to make FOOH ads stand out.
Challenges in FOOH ads
Despite the buzz, FOOH comes with challenges. Rodrigo Mitma of We Are Social Singapore warns that overusing the trend could dilute its impact. He stresses that keeping campaigns authentic and aligned with a brand’s identity is key to long-term success.
Joyce Gan of Fisherman points out that FOOH requires creatives with digital skills in animation, editing, and storytelling to produce cost-effective, believable work.
Even so, FOOH’s visual appeal lets creatives take bigger risks. Chew compares it to how CGI allowed movie makers to create bolder, more imaginative scenes. He highlights Battimix’s deliberately simple FOOH campaign, which stood out by poking fun at the trend itself.
Implication for marketers
Marketers can use FOOH to create buzz and connect with audiences in fresh ways, but success requires more than flashy visuals. Campaigns must focus on clear storytelling and meaningful connections with viewers. Joyce Gan reminds us that the emotional impact of the story remains the most important part of any campaign.
FOOH’s popularity is raising the bar for advertising ideas. Viral hits like Maybelline’s London Tube lashes and Jacquemus’ oversized handbag have shown the power of creativity in grabbing attention. As Rodrigo Mitma notes, the format challenges creatives to go beyond what’s been done before. By pushing ideas further, brands can keep their campaigns exciting and memorable.
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