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What a night at The Drum Advertising Awards! The week is off to an incredible start as we brought home 5 awards alongside our amazing clients, agencies, and partners!

It’s amazing to see our hard work recognised across multiple categories – a testament to the creativity and collaboration behind each campaign.

The winning lineup:
🥇 GOLD
Dynamic and Interactive Digital Screens: Share the Warmth with Quaker Oats

Quaker shared the warmth across the nation by helping to ensure access to a warm and nutritious breakfasts for families across the UK this winter – in a way that is intrinsic to the brand itself. Quaker effectively used different OOH capabilities to drive awareness of the issue of child food insecurity & its charity partnerships with attention grabbing 48s and leveraged interactive & dynamic capabilities to offer consumers real value through contextually relevant coupons based on UK weather/average temperatures.

🥈 SILVER
Creative Humour: This van driver Should’ve gone to Specsavers

Specsavers pushed the boundaries of OOH advertising by creating its very own parking fail – a Specsavers van stuck on a rising bollard! The results were phenomenal with over 6 million social media views and almost 1 million likes, comments and shares. The stunt even had coverage on ITV, radio and in numerous news titles as well as industry wide recognition amongst our peers and other advertisers.

Immersive Experience: Pepsi MAX x UEFA Champions League Final, London 24

Pepsi Max Hidden Pitches Out-of-Home activation

Pepsi Max Football Vending Machine Southbank Out-of-Home activation

Pepsi MAX went all in for the UEFA Champions League this year. Bringing unexpected enjoyment to audiences across the UK, Pepsi MAX ran three activations for fans in football-focused cities of Liverpool, Manchester and London. Whether you were looking for a quick 2v2 game and a free football at their hidden pitches or wanted to watch the live game on the big screen, with a Pepsi MAX in hand, then they had you covered. Pepsi Hidden Pitches was born!

🥉 BRONZE
Charity/Not for Profit/Social Purpose: British Heart Foundation ‘Til I Died

British Heart Foundation (BHF) set out with the goal to highlight a tragic reality – 12 people under the age of 35 are lost to sudden cardiac arrest in the UK each week. Using the stories of 12 young football fans who died too soon to highlight this tragic disease, BHF and Saatchi & Saatchi unveiled 12 powerful murals of football fans who lost their lives to sudden cardiac death, in time with the UEFA Euro 2024 kick-off for an extended audience reach. This campaign went viral across social media and outlets, it even had a slot on BBC Breakfast.

Immersive Experience: Will You Be Next? Allwyn, Lotto

Allwyn Lotto Will You Be Next Special Build OOH

Will you be the next UK millionaire? We made the whole of Great Britain feel like they might be next, with an unmissable and inclusive launch that drove talk-ability, engagement and consideration to play. Anyone can be a millionaire with Lotto, you must be in it to win it!

View the full results here

Big thanks and congratulations to everyone involved!

Pepsi MAX Bus Shelter Augmented Reality interactive digital OOH

AMV BBDO & Grand Visual earned a Gold OBIE Award at the Outdoor Advertising Association of America’s (OAAA) 2015 OBIE Awards. We were recognised for our augmented reality Pepsi Max bus shelter in London.

The OBIE Awards are one of the oldest and most prestigious advertising programs, honouring creative excellence in out of home (OOH) advertising campaigns.

Inspired by the idea that Pepsi Max urges its consumers to push themselves “to the max” and accomplish “unbelievable” feats, AMV BBDO & Grand Visual pushed the boundaries of technical innovation. Augmented reality features were installed in a London bus shelter, and passersby became a part of a truly “unbelievable” experience as the scenery around them was disturbed by flying saucers, wild animals, and other out-of-this-world encounters.

“This bus shelter execution illustrates that OOH has become one of the most engaging, interactive, and innovative media in the world,” said Stephen Freitas, OAAA chief marketing officer. “Through the brilliance of augmented reality, Pepsi Max masterfully disrupted a standard shelter and captured the attention of consumers who passed it.”

The complete list of OBIE winners and finalists can be found at www.obieawards.org.

Grand Visual win Clear Channel Outdoor Planning award

Grand Visual, in partnership with Talon, RGA and OMD UK, took home the Grand Prize at the Clear Channel Outdoor Planning awards last night for Google Outside 2.0.

Now entering its ninth year, the awards celebrate the very best in outdoor planning from the last 12 months.

It was an exciting night as we were up for three awards, with MyMonopoly taking home Highly Commended for Best use of Digital in Outdoor, in partnership with Talon, OMD UK, Ambient and Bite PR. Google Outside 2.0 (along with Talon, OMD UK, R/GA) ended up taking the win in this category. Also up for an award, was the Pepsi Unbelievable Bus Shelter, which was shortlisted for Best use of Innovation in Outdoor, the award was won by “ESPN FC” by TPF-London.

With our recent award wins including a British Arrow Award for Pepsi Unbelievable Bus Shelter, an Opal Award for MyMonopoly, along with multiple wins at the Creative Circle awards it’s been a bumper start for the 2015 awards season.

This week saw the announcement of the winners of this year’s Creative Circle Awards and we were thrilled to be one of the biggest winners with a massive seven awards going to two of the campaigns we’ve helped to create in the past year.

There were three gold awards for the Pepsi Max Unbelievable Bus Shelter we created with AMV BBDO including Best Use of Medium, Best Special Build and Best Integrated campaign. There was also a Best Digital Poster gold award for McDonalds See One. Want One created by us alongside Leo Burnett – a tremendous total of 4 golds in all!

And the winning didn’t stop there. We were also awarded two further silvers for the Pepsi Max Unbelievable work and one more silver for the McDonalds work.

We were even recognised with 5 nominations for the two big campaign winners above and including one for our work with BBH on the Audi Dashboard.

The awards scheme is run and judged by creatives and it traditionally showcases a wide range of excellent creative work across a number of different mediums. To be given this recognition by the creative community is very exciting and shows how creativity really is thriving in digital out of home.

Members of Team Grand Visual with their haul at the Creative Out of Home Awards

Wednesday night saw us pick up another haul of prizes, this time at the Creative Out of Home Awards. Five of the campaigns we worked on over the past year won awards, with a further seven garnering Commendations.

We were honoured to receive the prestigious Chairman’s Award for our work alongside Adam & Eve DDB on “Google Front Row”. Our other award winners were “Pepsi Max Unbelievable Bus Shelter” in the Viral category, and “Google Front Row” for Innovation. Grand Visual work also picked up seven Commendations, including our Sydney, Australia “Into the Storm” AR activation in the International category, and “Google Outside” in the Digital Campaign category.

“Dove Ladies Day”, and McDonald’s “See one. Want one.” — activity we also had a hand in — received awards in the Multi-platform Campaign and Experimental/Ambient categories respectively.

What with our recent wins at the Mediapost Digital Out of Home Awards, November has been a proud month for GV.

Founder Neil Morris and the GV New York team with their haul of six Mediapost DOOH Awards

In July, Grand Visual opened its doors in New York City. It’s been an eventful and satisfying few months as we set about integrating OpenLoop, our dynamic campaign management tool, into the US networks, and building on the creative production work we had already been doing for American clients.

Given that we’re the new kids on the block in NYC, you can imagine how pleasantly surprised we were to receive a bunch of Mediapost Digital Out of Home Award nominations. Our surprise turned to joy on the night when last Tuesday night we walked off with six awards, including Best in Show!

The awards won were: Best in Show for “Google Front Row”, Platform (Augmented Reality) for “Pepsi Max Unbelievable Bus Shelter”, Best Venue/Location Based Execution for “Google Front Row”, Best Park/Sports Arena/Stadium Concert Venue for “Google Front Row”, Best Execution Promoting a Brand within Industry Vertical (Beverage) for “Pepsi Max Unbelievable Bus Shelter”, Best Technology/Consumer Electronics for “Google Outside”.

It was a thrill for our work to be recognised to such a degree by the US industry, and a true highpoint to our first year in the Big Apple. We couldn’t have done it without great clients and agency partners. We hope our success at the Mediapost DOOH Awards will be an indicator of great things for the future of Grand Visual New York.

Ever wondered how interactive Out of Home (OOH) advertising leverages technology to help marketers create more immersive, engaging consumer experiences? Nah, us either… Just kidding, since interactive content grabs attention and ultimately drives higher user engagement, loyalty and ROI for brands.

Where do we start?

Before we go into the full details, let’s take a look at the top-line facts. Any brands wanting to see and achieve the same, keep on reading!

Interactive OOH advertising leverages technology to create engaging experiences.
The evolution from static billboards to dynamic digital displays enhances engagement.
AI enables real-time, personalised advertising.
Grand Visual provides expert services and innovative solutions in interactive OOH advertising. (shameless plug!)
Interactive OOH ads provide data-driven insights and improved ROI.

Interactive vs. Traditional OOH: The Battle for Your Attention

In contrast to conventional, passive ads, interactive OOH enables users to access the information in a more dynamic and participatory manner. The objective of interactive/DOOH advertising campaigns is to produce a memorable experience that captivates viewers and encourages them to engage with the advertisement.

Interactive OOH: This type of advertising uses technology to allow the audience to engage with the content. This can include touchscreens, motion sensors, QR codes, augmented reality (AR), or mobile phone integration (such as sending text messages or social media interactions). Examples include interactive billboards where audiences can play games, take polls, or interact in real time.

Traditional OOH is a more passive form of advertising. Examples include static billboards, posters, and transit ads. These displays show the same content to everyone, with no direct interaction or personalisation. While traditional OOH ads are focused on exposure, interactive OOH incorporates technology that allows the audience to engage and even influence the content, leading to more dynamic and personalised advertising experiences.

The Role of Technology in Interactive OOH

In interactive OOH, technology serves as the backbone, transforming the traditional advertising landscape into a more dynamic, relevant and measurable medium. By using digital signage and leveraging advancements in touchscreen displays, sensors, mobile connectivity, AR/VR, AI, and data collection, brands can create engaging, real-time interactive experiences, that not only capture attention but also drive meaningful participation.

What are the benefits?

Interactive content generates twice as many conversions as passive content (Kapost).
Interactive content can boost customer loyalty by 35% (HubSpot, 2023)
Interactive OOH ads engage consumers up to 4x longer than traditional static OOH ads (Nielsen, 2017) .
80% of people engage with interactive OOH when presented with the opportunity (OAAA, 2024)

Interactive Campaigns IRL – Pepsi MAX

The Pepsi Max Unbelievable Augmented Reality Bus Shelter aimed to create an interactive digital OOH campaign that would share their brand’s message of, “Live For Now.”

We developed an Augmented Reality experience that transformed the static content of a bus shelter digital display into dynamic content through a window that augmented unbelievable scenarios into the real world. Bespoke 2D and 3D assets were realistically composited into a live feed of the street ahead using depth mapping.

Unsuspecting commuters and passers-by were surprised by a giant laser-shooting robot, a fiery incoming asteroid, a manhole with tentacles emerging and more! The resulting footage captured on day one of the campaign was turned into social content to run alongside the campaign.

The campaign was a runaway success garnering over 8 million views on YouTube. 3 million of these views were reached in just 5 days! There was a PR frenzy with news coverage as far afield as Brazil and Australia, reaching over 385 million people.

To promote audience involvement, they usually make use of digital screens, sensors, or mobile integration. Both ITN and CNN ran features of the viral video, as well as social media platforms such as BBC Click ran a feature on the creative technology behind the campaign. The Pepsi Max campaign has also been recognised with over 20 awards, including a Bronze Outdoor Lion.

John Lewis Christmas Tease

In 2023, John Lewis’ Christmas campaign centred around an unexpected star – a Christmas tree called “Snapper.” A young boy buys a seedling and it grows into something more like a Venus fly trap than a Norwegian fir, but eventually, everyone realises that Snapper was perfect in his own way – learning to let their “traditions grow.”

We launched two high-impact, bespoke billboards complete with brand ambassadors within proximity to key John Lewis stores in Westfield London and Liverpool One. Covered in over 500 individual seed packets, reminiscent of the ones in the TV advert, our billboard would reveal the theme and launch date of the TV advert once all the packets were taken.

The seed packets were so popular that they needed to be restocked twice a day! Inside each packet were seeds and instructions that showed our audience how to grow their very own “perfect” Christmas tree just 30 days later.

With sustainability at the heart of our businesses, we worked very closely with providers to ensure all elements of the campaign, from the seed packets to the paper on the billboard, were all ethically sourced and completely 100% sustainable.

John Lewis Christmas Tease Interactive Experience

Pepsi MAX Hidden Pitches

The Pepsi MAX digital Out of Home campaign, Hidden Pitches, activation featured a Pepsi Max vending machine that surprised passers-by, inviting them to grab a can of Pepsi MAX and scan it at the custom vending machine to receive a branded football.

Once a football was dispensed an epic laser display projected a 2v2 pitch outline onto the street commencing the start of a 10-minute, match session.

Hidden Pitches arrived at London’s Observation Point and this arrival comes as the first of many with the tour continuing to Manchester and Birmingham over the next few weeks. The campaign features Ella Toone, fresh from her FA Cup Triumph where she hosted the first 2v2 game on the laser-projected pitch on the Southbank.

Interactive DOOH Campaign – Quaker Oats

Quaker Oats utilised D6s and a special build bus shelter to share the warmth this winter.

The digital OOH activity displayed real-time temperature data, encouraging audiences to scan the QR code and claim a discount off their next purchase. Discounts were based on the real-time data of UK average temperature – for example, the colder the local weather conditions on average, the bigger the discount.

The bus shelter in Kingston, London utilised a LIVE thermal-imaging feed, playfully encouraging audiences to claim their discount off their next purchase of Quaker Oats. The colder the weather, the more they’d save.

Let’s wrap this up!

Interactive OOH advertising is revolutionising how brands communicate and interact with consumers, creating personalised and engaging experiences. As technology continues to advance, the potential for even more innovative and effective advertising strategies will only grow, driving deeper connections and higher engagement with your target audience.

OOH on its own is an incredibly strong advertising medium, however, when used in conjunction with other channels it’s been proven to extend the reach and effectiveness of a campaign.

Consumers today spend 70% of their time outside of their homes making out-of-home (OOH) advertising a prime channel for reaching your target audience. With a low CPM and high ROI, what’s not to love about the traditional channel?

OOH & Online Ads

You might think of these two advertising mediums as occupying two completely different worlds – one physical and one in cyberspace. But with 27% of our year spent online, both mediums actually do a pretty similar job of catching us in our everyday lives.

When OOH is combined with online ads, brands can elevate the effectiveness of their overall campaign by 31% and increase the overall reach by 68%. Used together as part of the marketing mix, these two channels thrive.

Nissan OOH Campaign of Qashqai car parked on Truman Brewery by Grand Visual

Nissan Motor Corporation launched its campaign Elevate Your Urban Drive, a multi-platform campaign to promote its latest Qashqai model.

The campaign consisted of three CGI-led films, including this one in which we helped park a Qashqai on the side of the 49-meter chimney at The Truman Brewery in London! The CGI videos were used as part of their wider marketing campaign and were shared across socials and online ads.

However, the Qashqai really was parked there in a never-been-done-before OOH installation.

OOH & Mobile

Did you know there are more mobile phones in the world than there are people? We’re clearly obsessed with our handsets. So what happens when a relatively new channel like mobile is combined with a traditional channel like OOH?

According to recent studies, when OOH is combined with mobile it can increase a mobile campaign’s reach by 316%.

A great example of OOH working well with mobile comes from Quaker Oats who we helped utilise digital OOH and a special build bus shelter to share the warmth during winter.

The digital OOH activity displayed real-time temperature data, encouraging audiences to scan the QR code and claim a discount off their next purchase of Quaker Oats. Discounts were based on UK average temperature data – the colder the weather average, the bigger the discount. The bus shelter in Kingston, London utilised a LIVE thermal-imaging feed, playfully encouraging audiences to claim their discount off their next purchase of Quaker Oats.

OOH & Social Media

With 45% of the total world population using social media, social is one of the most effective channels for targeting audiences. In its simplest form, the combination of OOH with Social Media could just be a hashtag on a billboard, however, there is a multitude of ways that these channels can work to complement each other.

In 2014, Pepsi Max launched “Unbelievable,” a campaign that beautifully combined digital OOH (DOOH) with Social Media. Featuring an Augmented Reality DOOH stunt, the brand earned over 50 million views online, as well as news coverage and countless awards.

When OOH is combined with Social Media, it amplifies and extends the reach of a campaign from a physical to a digital level. Results from Talon’s 4th space research saw a 48% increase in consumer action when digital OOH was added to a social plan.

OOH is a great amplifier, and when added to your marketing mix as part of a comprehensive strategy, increases campaign performance.

As a society, we’ve grown up with Out of Home advertising. Whether it was the humble 6–sheet with no digital capabilities or the now–digital landscape that we’ve become accustomed to, OOH has always been a part of our lives. Across various generations, we’ve seen brands such as Coca Cola build their empires through heavily investing in OOH. From paper and paste to the pixels and screens, OOH truly is a proven fame maker.

Whilst some may argue that the traditional OOH medium isn’t as effective at building fame as online channels; at Talon, our Creative Director, Ric Albert and Head of Creative Solutions, Jay Young, think differently. With an incredible portfolio of some of the best in OOH campaigns under their belts, such as BBC’s Dracula, Pepsi MAX and a range of work with Warner Bros, there’s no better people to ask…

Why is OOH so highly regarded in terms of fame making?

Ric: “OOH has the ability to connect with the public in ways that other channels simply cannot. Firstly, you have a broad audience to tap into. OOH can take advantage of its environment and therefore its audience’s mindsets, to deliver the right message to the right people at the right time.

Beyond that, the sheer scale of the billboard or screen creates a canvas unlike any other. In a world where most content appears on small screens in front of our faces, being able to put your message out at this size really helps OOH to be a unique proposition for fame making.”

An amazing example of this was when Warner Bros took over the world’s tallest building, The Burj Khalifa, to promote its latest movie Wonder Woman 1984. The campaign showcased the movie on the largest digital OOH canvas in the world, at 828 metres high! The video received over 3 million views in 24 hours on Gal Gadot’s Instagram account.

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A post shared by Gal Gadot (@gal_gadot)

Jay: “OOH is the perfect stage for brands to perform on. It’s big, it’s un-skippable and it exists in the real world. You can close a newspaper, turn off your phone or fast forward TV, but OOH stands tall regardless and with that comes an overwhelming sense of power and impact.

You can see a cultural moment blow up on Twitter at 9 am. You‘ll get a reactive ad on DOOH across the country by the time you log off for the day. I still love the Specsavers campaign we ran in reaction to the Moonlight Oscars blunder. We could never have achieved the same impact with static OOH going live days later.

Combine this with the fact that we can reach 98% of UK adults every week. It’s a fame machine.”

So, we know why OOH is a “fame machine,” but what does it take to create an impactful campaign that lives beyond the billboard?

Taking this campaign, featuring K-Pop singer Wooyoung for his birthday on a screen in Times Square as an example; living anywhere else in the world, you wouldn’t have seen it. However, because a fan connected with and shared the campaign on social media, it has now been viewed over 110k times – amplifying the campaign and building fame.

Wooyoung Out of Home (OOH) Campaign in Times Square

Jay: “As humans, we are ruled by emotions, we don’t just buy products and services, we buy feelings. The most impactful ads make us really feel something! Do something unexpected to get noticed. Use context to optimise your message and use emotion to make the audience feel something. Emotion makes it memorable.”

Ric: “Can the billboard start a conversation? Can it get people talking or thinking so that the message lives on after the billboard? Creating a campaign that can emotionally engage with the public is key and isn’t always down to the location of the billboard.

There are some locations such as Times Square that are just iconic and there are some locations that you have to think outside of the box and make it iconic; so that even if the advert is 10m tall or 500 other people are also looking at it, does it speak directly to you. This can be done with messaging, imagery or even just the sentiment behind it.”

What campaign stands out to you as a fame maker for OOH?

Jay: There are so many campaigns I love for different reasons. The sheer simplicity of the BBC Dracula shadow billboard, the innovation behind Pepsi’s Unbelievable Bus Shelter and the always-on and always awesome ads from McDonald’s. As advertisers, they have all reaped huge rewards from constantly challenging themselves and not settling for cookie-cutter planning.

For reference, Dracula and Pepsi MAX’s Unbelievable Bus Shelter have received over 15 million views combined and remain two of our most popular OOH campaigns of all time…

Ric: One that comes to mind is Nike’s Dream Crazy campaign with Colin Kaepernick. It won the Cannes Lions Grand Prix and for good reason. Using such a large canvas, and public space to broadcast a bold, daring and important message… It used OOH’s unique abilities to provoke conversation, publicity and make the public think, and feel. It wasn’t putting the product front and centre, but something more important for us all.

Another example of fame building and amplification online, is when a celebrity themselves, shares their billboard with their followers. Molly Mae Hague, a popular UK based influencer, shared her billboard to her fanbase of over 340k Twitter followers and 5.3m Instagram followers.

Although we’re not inside the head of the celebrity, it’s interesting to understand why they specifically share their billboards rather than various online ads they feature in. So, from your experience, why do you think celebrities share their billboards on social media?

Ric: “We’ve grown up with billboards around us. Long before phone screens, iconic sites like Times Square and Piccadilly Circus captured our imaginations and felt like the biggest screens in the world. So today, with so many screens in our lives, having our face (or work) on DOOH screens – whether small format like D6s or large format city centre ones – still triggers an emotional excitement within us.

It’s different and it’s not easily doable. You can’t just tweet something and it goes up there. So, fame is still exclusive. It’s just not an arena everyone can participate in!”

Jay: “When brands, or people for that matter, appear on billboards they enter a relatively exclusive club. You, unlike most, have achieved a status that allows you to fill this very public canvas. It’s the “I’ve officially made it” moment. Instagram and other platforms thrive on our societal need to play status games. An image of yourself on a big iconic DOOH screen gives you bonus points for sure!”

OOH is a medium that delivers scale and unrivalled creative potential, making it the ultimate ‘fame maker.’ The perfect recipe is a combination of audience understanding, contextual relevance, creativity that packs a punch; get these right and OOH can extend beyond the billboard and provide stand out fame making moments.

Adam Stephenson. Grand Visual Digital OOH Producer.

Ever wanted to see behind the scenes at Grand Visual? Producer, Adam Stephenson gives us a rare peek into the life of digital OOH production.

I think it takes a certain type of person to be a producer in digital OOH. Much like a good coffee, you have to be a subtle blend of calm, collected, smart and completely insane all at the same time. My past year working at Grand Visual has been all of these things, and damn it’s a good coffee.

There is no real ‘typical day’ in the GV office. Sure, there are daily tasks and structures in place, but the journey from initial conception through to when a project goes live is unique to each producer, and each campaign.

During my time at GV, I’ve been fortunate enough to work on a plethora of campaigns, each with their own idiosyncrasies, and I may have even given each their own celebration dance once everything is live. Whilst no project is the same, like Liam Neeson in Taken, as producers we’ve managed to acquire a specific set of skills to help us deliver any type of DOOH campaign. In my time I have helped shape the messages of various campaigns, such as the screens of Heathrow Terminals, and created a completely unique AR experience in Times Square – it’s been a wild ride pushing great work out into the world.

Into The Spider-Verse: Combined a technically complex and visually engaging campaign with actual user engagement from the streets of Times Square, a personal favourite of mine.

Unlike Liam Neeson, as producers, we can’t tackle the whole campaign single-handedly. We need a carefully crafted team of intelligent, experienced, intuitive and often maniacal people to carry a campaign from concept to delivery. My role as producer, means I manage the assigning of tasks, client expectations, status calls, quality control, delivery documents, timeline reviews, internal stakeholder catch-ups and stand-ups (…to name a few). I told you that I had to be somewhat insane for this.

At GV I have the privilege of working with really great people who are very good at what they do, and in turn, this only makes me better at what I do. Everyone is keen to push boundaries, make better systems, win awards and exceed expectations every time. The energy is infectious and really helps when new tasks are added to the list as quickly as I’m ticking them off. Within a week, I can see a project evolve from a simple idea to an award-winning campaign.

Pepsi Max: A super cool campaign which really shows just how far we can push DOOH, on both a technical and social scale. Interesting, creative, impactful.

When we have some downtime, you’ll often find us around the pool table or chatting on the breakout bench. There’s a really nice family vibe to GV, generating enough content to give Modern Family a run for its money. It’s great for the rare times a project isn’t going smoothly, we can always take a breather and get a game of pool in.

Overall, the life of a producer at GV is intense yet rewarding. I’ve found myself placed in scenarios I had never even thought of, working on campaigns that continually amaze me, and growing faster than I would at most other agencies. So I’m going to go ahead and drink the perfectly blended coffee, I might just need it.

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