Top 5 out-of-home innovations of 2022
As pandemic restrictions came to an end, out-of-home innovations were back in force.
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In 2022, the world finally ventured outside again. As pandemic restrictions came to an end, out-of-home innovations were back in force, as advertisers worldwide experimented with new technologies—some of which had been put on hold since 2019. Brands were determined to grab out-of-home attention as people stepped away from indoor screens. And while some campaigns highlighted big issues such as climate change, burnout and obesity, some were just pure playfulness and fun. Here are our favorites.
5. McDonald’s: Golden Arches Swings
Agency: Leo Burnett Dubai; Studio M
McDonald’s hit the beaches of Dubai in a huge way with giant Golden Arches that doubled as swing sets. The playful structures were set up in four locations across the city to serve as a reminder of the “joy of play.” Walid Fakih, CEO of McDonald’s UAE, told us: “We all have childhood memories of McDonald’s, and the swings help us to recall our delightful childhood joys, both in memory and in action, to create lasting moments of happiness."
4. Curry’s: Cash for trash billboard
Agency: AMV BBDO
Recycling (and billboards) got super fun in this outdoor and social campaign from U.K. electronics retailer Curry’s. To promote the store’s “cash for trash” program that gives customers cash back for used tech products they bring in, the brand erected this billboard covered with broken devices such as keyboards, hair dryers and phones. Passersby were invited to pull them off and take them straight to Curry’s, where they would get cash in return.
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3 Heineken: The Closer
Agency: Publicis Italy/Le Pub
Heineken positioned itself as the beer brand that helps you to take a break from tech, social media and overwork. As part of that, this outdoor stunt literally spotlighted people working late at the office and turned them into ads. To promote its tech-driven bottle opener dubbed “The Closer,” the brand captured office workers burning the midnight oil in Midtown Manhattan by projecting lights onto the buildings, alongside the tagline “Overworking? The Closer can help.”
2. Dole: Nutritional Ink
Agency: St. Luke’s
Dole expanded its award-winning Malnutrition Labels campaign to the U.K. with a startling message about the lack of nutritional value in popular snacks. The brand worked with food design specialists Bompas & Parr to create a series of inks made out of fruit and natural ingredients that were used in an outdoor campaign. The copy highlights that each printed word on the billboard contains "more nutritional value" than snacks such as fries, cookies and candy bars. The result was a thought-provoking and truly creative use of outdoor media that addresses a real societal problem.
1. Coors Light: Chillboards
Agency: DDB
This clever environmental campaign saw Coors Light painting white murals on top of the black rooftops of apartment buildings around Miami, a practice that effectively helps to lower the temp for the residents without air conditioning. As part of the effort, Coors Light also gave away 5,000 gallons of reflective paint to Miami residents to continue the cooling. The campaign, which launched in May, has already won several awards and was shortlisted for the Cannes Lions Titanium Grand Prix.
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