Weather Reactive Digital OOH - McDonald's McCafe Iced campaign
To promote the cold drinks available on its McCafé Iced menu, McDonald’s has launched a weather reactive digital OOH campaign.

Weather Reactive Digital OOH - McDonald's McCafe Iced

The UK-wide campaign showcased the brands’ latest cold drinks, just in time for Summer. Created by Leo Burnett, the bright campaign creative featured two cold drink products, “Strawberry Lemonade” and “Millionaire’s Frappe.”

When temperatures rose above 22 degrees Celsius, campaign creative was played out on screen. If temperatures rose above 25 degrees Celsius, campaign creative updated to also include the live temperature and city name. During the evening as the temperature dropped, the live temperature and city name was removed from the creative.

The campaign was produced by Grand Visual, with planning and buying by OMD and Talon. OpenLoop, the DCO ad server from ad tech specialist QDOT, took the weather API feed to update creative in real-time. Live from 27th May, the campaign will run through to 28th July 2019.

McDonald's McWeather Digital OOH
McDonald's McWeather Digital OOH
McDonald’s launched a national digital outdoor campaign that used MET Office real-time data to bring to life April’s unpredictable weather conditions.

In order to take part in Britain’s favourite topic of conversation, Leo Burnett London turned the McDonald’s menu into weather icons to represent the live temperature and 5-day forecasts.

For example, an unwrapped burger represents the sun, while an upturned box of fries signifies rain. There are eight different icons to show how volatile April weather can be.

Breaking on 26 April, the dynamic campaign ran for three days with media planning and booking by OMD and Talon, production by Grand Visual, and campaign management and distribution through OpenLoop.

Hannah Pain, Senior Brand Manager at McDonald’s said:

“We are very excited to be using some of our most loved products to join in the very topical April weather conversation.”

Ben Newman, Creative at Leo Burnett London added:

“Don’t trust the weatherman. This April, McDonald’s has got you covered.”

Ebay Weather-Driven Digital OOH
eBay brings colourful shopping inspiration to the streets in a UK-wide digital out of home (Digital OOH) drive designed to bring the online retailers vibrant product lines to life. Popular springtime pursuits and product lines are aligned to real-time weather conditions in a campaign that spans transit, retail and roadside environments and runs until the 8th April.

The campaign taps into those activities ritually undertaken at the start of the spring season and encourages passers-by to “shop like nobody else” and to “make springtime spectacular.” Colourful product offerings are then matched to real-time Met Office data, for example, promoting their range of gardening products during sunny days, or suggesting a wardrobe overhaul, or some home improvements during wet and cloudy conditions.

The automated campaign is agile, adapting to Britain’s turbulent springtime weather to contextualise its offering. Dynamic content is managed and delivered by QDOT, using the ad tech platform OpenLoop to analyse real-time Met Office data and distribute to multiple screen formats and networks across the UK.

The campaign was created by 72andSunny Amsterdam, produced by Grand Visual, with media planning and buying by MediaCom. The digital OOH activity supports a broader campaign created by 72andSunny, which runs across digital, social, radio, VOD and TV and encourages shoppers to break away from “beige”.

Gareth Jones, senior marketing director at eBay, said:

“This campaign shows eBay’s vibrant and colourful wears in a way that is responsive and useful and aligned with consumers mindset and surroundings in that moment. It’s great to be able to promote our marketplace in a way that is agile and tactical throughout the duration of the campaign.”

Dan Dawson, Chief Creative Technology Officer, Grand Visual, said:

“This campaign uses the medium as a real-time marketing platform that is plugged-in and responsive. Promotions are agile, tailored and contextually relevant. That is powerful.”

Starbuck special build OOH campaign by Grand Visual

We wrapped up the end of 2025 with some of our favourite Christmas ads! Each year, viewers are eager to see which brands will deliver the most memorable stories, making the holiday season a highly anticipated time for creative advertising. Not only did we push the limits of what to expect from OOH advertising, but we also did it with some festive flair.

The Impact of Holiday Advertising

The holiday season is a time when brands pull out all the stops to capture the hearts and attention of consumers. Christmas adverts have become a cultural phenomenon, eagerly anticipated by audiences across the world and discussed everywhere from TV to online channels. But it’s outdoor advertising that has truly transformed the way brands connect with people during this magical time of year.


From bustling city streets to local bus shelters and iconic billboards, Christmas ads now light up spaces with creativity, animation, and interactive experiences. Digital billboards and dynamic content allow advertisers to tailor their message to the moment, making each campaign more relevant and engaging. Whether it’s a playful short film brought to life on street furniture or a larger-than-life installation that turns a city corner into a festive wonderland, OOH advertising brings the spirit of the season into real life, creating memories and buzz that other media simply can’t match.


As technology evolves, so does the art of holiday advertising. Marketers and advertisers are using digital screens, contextual triggers, and even interactive elements to make sure their Christmas ads stand out in a crowded environment. The result? Campaigns that not only promote products but also create moments of joy, connection, and wonder for audiences everywhere.

McDonald’s Special Build Christmas Ad – The Grinchs’ Master Plan

As part of McDonald’s UK’s Christmas Grinched campaign promoting its limited-edition Grinch festive menu, a standout Out-of-Home activation, starting with the Grinch assembling his master plan in a special build on Borough Road.

The installation incorporated eye-catching Billoard with 3D elements, and illuminated signs, to create an immersive and memorable experience.

McDonald's Grinch Christmas OOH Campaign in London by Grand Visual

The Grinchs’ Christmas Takeover Continues

He then headed off to Shoreditch with a playful special build/mural that brought the mischievous character to life in the real world. The OOH installation unveiled The Grinch’s self-styled “Master Plan,” complete with oversized illustrations, handwritten doodles, and visual elements depicting the Grinch at work, including a scene of him knitting life-size odd socks, a key branded collectable included with the actual Grinch Meal. This immersive build added personality and narrative to the campaign’s wider rollout. The OOH storytelling with the Grinch’s signature style complemented the broader executions, amplifying anticipation and engaging audiences during the holiday period.

McDonalds special build OOH campaign by Grand Visual

Starbucks Christmas Mural

As part of Starbucks’ Drawn Together holiday campaign, Out-of-Home was used to bring the festive message into shared public spaces. The OOH activity focused on high-impact special builds in busy urban locations, translating the campaign’s hand-drawn visual style into large-scale illustrated murals, with illuminated displays. The artwork captured simple, familiar festive moments in a loose, sketch-like aesthetic that reflected the drawings associated with Starbucks cups. Integrated Christmas lights added warmth and visibility, helping the builds stand out during darker winter evenings.

Designed to feel crafted rather than overtly commercial, the OOH advertising reinforced Starbucks’ emphasis on personalisation, warmth and everyday connection. By placing these installations along commuter routes and high-footfall areas, the campaign extended its narrative beyond film and in-store touchpoints into the physical world. Strategically, the outdoor advertising activity embedded the idea of togetherness into real-life settings where people naturally gather during the festive season, strengthening emotional engagement while amplifying brand presence.

Starbuck special build OOH campaign by Grand Visual

Pepsi MAX Put It On Ice Bar – Experiential Outdoor Advertising

As part of Pepsi MAX’s 2025 festive campaign built around their theme “It can wait, it’s Christmas after all,” the brand brought its seasonal message to life with a striking Out‑of‑Home experiential campaign: the Pepsi MAX Put It On Ice Bar in Westfield Square at White City, London. Operating for a limited three‑day run in December, the Ice Bar served as a unique event that transformed a busy retail environment into an immersive, ‘chilled‑out’ experience.

Inside the frosty pop‑up, visitors donned Pepsi branded cold‑weather gear and enjoyed Pepsi MAX‑themed cocktails and mocktails, participated in games like Pepsi Pong for exclusive merchandise and snapped content at an ice photo wall, all designed to create a memorable and shareable physical touchpoint that extended beyond typical advertising. The build also offered a whimsical twist on festive gifting by giving lucky guests the chance to have their Christmas shopping done for free while they relaxed with their Little Helpers initiative. Overall, the activation embedded Pepsi Max’s seasonal positioning into a real‑world environment and amplified brand engagement during a high‑traffic holiday period.

Pepsi MAX Experiential OOH Campaign by Grand Visual

Pepsi MAX Wrapping Station

Over a period in December, the brand set up a free gift‑wrapping station at the Future Stores space on Oxford Street, London. Passersby could bring presents to be wrapped by staff and receive a free Pepsi drink while they waited, turning a typically mundane holiday task into a cheerful, branded experience in a high‑footfall retail setting. Attendees could get their gifts beautifully wrapped and enjoy the moment, reinforcing Pepsi Max’s seasonal idea of making the holidays less stressful and more fun.

Pepsi Wrapping Station by Grand Visual

Waitrose Pie-Max – With a CGI Moment

As part of Waitrose’s 2025 Christmas Ad, The Perfect Gift, Out‑of‑Home took a cinematic turn with a bold special build that transformed one of London’s most iconic advertising sites into the “PIEMAX.” For two weeks, the BFI IMAX on London’s South Bank was wrapped with a giant, in‑camera image of a homemade turkey pie, the central food motif from the campaign’s four‑minute festive rom‑com film, complete with hand‑crafted pastry‑style taglines like “The Perfect Gift” and “Love at first bite.” This oversized pie wrap brought the emotional storytelling of the hero film into the real world, leveraging the landmark’s huge scale to create an eye‑catching and playful OOH moment. The impressive display commanded attention, using the visual impact of the illuminated IMAX site to engage passersby and reinforce the campaign’s festive message. Topped off with a steaming CGI moment curated by… you guessed it – Grand Visual.

Sainsbury’s BFG Special Build

Sainsbury’s were back at it again with the BFG. As part of Sainsbury’s 2025 Christmas campaign featuring the return of Roald Dahl’s BFG, the brand brought its festive storytelling into the physical world with standout Out‑of‑Home special builds that amplified the campaign’s presence beyond screens. In key London locations, including Westfield, Sainsbury’s installed large‑scale 3D installations of the BFG character, with the giant peeking over and interacting with billboards and outdoor assets to create a sense of whimsy and scale around the “Good Food for All of Us” Christmas narrative.

These immersive builds extended the cinematic quality of the TV and digital ads into tangible urban moments, helping to capture attention among busy shoppers and passersby during the festive season. By bringing the beloved character into real‑world environments through oversized replicas and playful visual cues, the OOH activity reinforced the campaign’s emotional warmth and nostalgia while driving visibility and engagement in high‑footfall areas, complementing the broader mix of TV, DOOH and social media.

The Future of Holiday Ads

As we look back on another season of unforgettable Christmas ads, it’s clear that OOH remains at the forefront of creative, impactful holiday advertising.

The blend of traditional billboards, digital OOH, immersive and experiential spaces and innovative special builds has allowed brands to break through the noise and reach consumers where they live, work, and play. Research continues to show that Out-of-Home campaigns drive awareness, engagement, and even online buzz, proving the effectiveness of this medium amplified even more when incorporated into digital content.

Looking ahead, the future of holiday advertising is brighter and more dynamic than ever. Advances in technology are enabling advertisers to deliver more contextual, interactive, and personalised experiences, from real-time digital billboards to animated displays that respond to the environment or audience. Attribution and data-driven planning are helping marketers track the impact of their campaigns across multiple channels, ensuring every ad is as relevant and engaging as possible.

As public spaces evolve and become even more central to our shared experiences, OOH and digital Out-of-Home will continue to play a vital role in creating festive moments that bring people together.

So, as we plan for the next big campaign, one thing is certain: the magic of holiday ads will always find a way to light up our streets and our imaginations.

Pepsi MAX Experiential OOH Campaign by Grand Visual

We wrapped up the end of 2025 with some of our favourite Christmas ads! Each year, viewers are eager to see which brands will deliver the most memorable stories, making the holiday season a highly anticipated time for creative advertising. Not only did we push the limits of what to expect from OOH advertising, but we also did it with some festive flair.

Introduction to Holiday Advertising

The holiday season is a time when brands pull out all the stops to capture the hearts and attention of consumers. Christmas adverts have become a cultural phenomenon, eagerly anticipated by audiences across the world and discussed everywhere from TV to online channels. But it’s outdoor advertising that has truly transformed the way brands connect with people during this magical time of year.

From bustling city streets to local bus shelters and iconic billboards, Christmas ads now light up spaces with creativity, animation, and interactive experiences. Digital billboards and dynamic content allow advertisers to tailor their message to the moment, making each campaign more relevant and engaging. Whether it’s a playful short film brought to life on street furniture or a larger-than-life installation that turns a city corner into a festive wonderland, OOH advertising brings the spirit of the season into real life, creating memories and buzz that other media simply can’t match.

As technology evolves, so does the art of holiday advertising. Marketers and advertisers are using digital screens, contextual triggers, and even interactive elements to make sure their Christmas ads stand out in a crowded environment. The result? Campaigns that not only promote products but also create moments of joy, connection, and wonder for audiences everywhere.

McDonald’s Special Build Christmas Ad – The Grinchs’ Master Plan

As part of McDonald’s UK’s Christmas Grinched campaign promoting its limited-edition Grinch festive menu, a standout Out-of-Home activation, starting with the Grinch assembling his master plan in a special build on Borough Road.

The installation incorporated eye-catching Billoard with 3D elements, and illuminated signs, to create an immersive and memorable experience.

McDonald's Grinch Christmas OOH Campaign in London by Grand Visual

The Grinchs’ Christmas Takeover Continues

He then headed off to Shoreditch with a playful special build/mural that brought the mischievous character to life in the real world. The OOH installation unveiled The Grinch’s self-styled “Master Plan,” complete with oversized illustrations, handwritten doodles, and visual elements depicting the Grinch at work, including a scene of him knitting life-size odd socks, a key branded collectable included with the actual Grinch Meal. This immersive build added personality and narrative to the campaign’s wider rollout. The OOH storytelling with the Grinch’s signature style complemented the broader executions, amplifying anticipation and engaging audiences during the holiday period.

McDonalds special build OOH campaign by Grand Visual

Starbucks Christmas Mural

As part of Starbucks’ Drawn Together holiday campaign, Out-of-Home was used to bring the festive message into shared public spaces. The OOH activity focused on high-impact special builds in busy urban locations, translating the campaign’s hand-drawn visual style into large-scale illustrated murals, with illuminated displays. The artwork captured simple, familiar festive moments in a loose, sketch-like aesthetic that reflected the drawings associated with Starbucks cups. Integrated Christmas lights added warmth and visibility, helping the builds stand out during darker winter evenings.

Designed to feel crafted rather than overtly commercial, the OOH advertising reinforced Starbucks’ emphasis on personalisation, warmth and everyday connection. By placing these installations along commuter routes and high-footfall areas, the campaign extended its narrative beyond film and in-store touchpoints into the physical world. Strategically, the outdoor advertising activity embedded the idea of togetherness into real-life settings where people naturally gather during the festive season, strengthening emotional engagement while amplifying brand presence.

Starbuck special build OOH campaign by Grand Visual

Pepsi MAX Put It On Ice Bar – Experiential Outdoor Advertising

As part of Pepsi MAX’s 2025 festive campaign built around their theme “It can wait, it’s Christmas after all,” the brand brought its seasonal message to life with a striking Out‑of‑Home experiential campaign: the Pepsi MAX Put It On Ice Bar in Westfield Square at White City, London. Operating for a limited three‑day run in December, the Ice Bar served as a unique event that transformed a busy retail environment into an immersive, ‘chilled‑out’ experience. Inside the frosty pop‑up, visitors donned Pepsi branded cold‑weather gear and enjoyed Pepsi MAX‑themed cocktails and mocktails, participated in games like Pepsi Pong for exclusive merchandise and snapped content at an ice photo wall, all designed to create a memorable and shareable physical touchpoint that extended beyond typical advertising. The build also offered a whimsical twist on festive gifting by giving lucky guests the chance to have their Christmas shopping done for free while they relaxed with their Little Helpers initiative. Overall, the activation embedded Pepsi Max’s seasonal positioning into a real‑world environment and amplified brand engagement during a high‑traffic holiday period.

Pepsi MAX Experiential OOH Campaign by Grand Visual

 

Pepsi MAX Wrapping Station

Over a period in December, the brand set up a free gift‑wrapping station at the Future Stores space on Oxford Street, London. Passersby could bring presents to be wrapped by staff and receive a free Pepsi drink while they waited, turning a typically mundane holiday task into a cheerful, branded experience in a high‑footfall retail setting. Attendees could get their gifts beautifully wrapped and enjoy the moment, reinforcing Pepsi Max’s seasonal idea of making the holidays less stressful and more fun.

Waitrose Pie-Max – With a CGI Moment

As part of Waitrose’s 2025 Christmas Ad, The Perfect Gift, Out‑of‑Home took a cinematic turn with a bold special build that transformed one of London’s most iconic advertising sites into the “PIEMAX.” For two weeks, the BFI IMAX on London’s South Bank was wrapped with a giant, in‑camera image of a homemade turkey pie, the central food motif from the campaign’s four‑minute festive rom‑com film, complete with hand‑crafted pastry‑style taglines like “The Perfect Gift” and “Love at first bite.” This oversized pie wrap brought the emotional storytelling of the hero film into the real world, leveraging the landmark’s huge scale to create an eye‑catching and playful OOH moment. The impressive display commanded attention, using the visual impact of the illuminated IMAX site to engage passersby and reinforce the campaign’s festive message. Topped off with a steaming CGI moment curated by… you guessed it – Grand Visual.

Sainsbury’s BFG Special Build

Sainsbury’s were back at it again with the BFG. As part of Sainsbury’s 2025 Christmas campaign featuring the return of Roald Dahl’s BFG, the brand brought its festive storytelling into the physical world with standout Out‑of‑Home special builds that amplified the campaign’s presence beyond screens. In key London locations, including Westfield, Sainsbury’s installed large‑scale 3D installations of the BFG character, with the giant peeking over and interacting with billboards and outdoor assets to create a sense of whimsy and scale around the “Good Food for All of Us” Christmas narrative. These immersive builds extended the cinematic quality of the TV and digital ads into tangible urban moments, helping to capture attention among busy shoppers and passersby during the festive season. By bringing the beloved character into real‑world environments through oversized replicas and playful visual cues, the OOH activity reinforced the campaign’s emotional warmth and nostalgia while driving visibility and engagement in high‑footfall areas, complementing the broader mix of TV, DOOH and social media.

The Future of Holiday Ads

As we look back on another season of unforgettable Christmas ads, it’s clear that OOH remains at the forefront of creative, impactful holiday advertising. The blend of traditional billboards, digital OOH, immersive and experiential spaces and innovative special builds has allowed brands to break through the noise and reach consumers where they live, work, and play. Research continues to show that Out-of-Home campaigns drive awareness, engagement, and even online buzz, proving the effectiveness of this medium amplified even more when incorporated into digital content.

Looking ahead, the future of holiday advertising is brighter and more dynamic than ever. Advances in technology are enabling advertisers to deliver more contextual, interactive, and personalised experiences, from real-time digital billboards to animated displays that respond to the environment or audience. Attribution and data-driven planning are helping marketers track the impact of their campaigns across multiple channels, ensuring every ad is as relevant and engaging as possible.

As public spaces evolve and become even more central to our shared experiences, OOH and digital Out-of-Home will continue to play a vital role in creating festive moments that bring people together.

So as we plan for the next big campaign, one thing is certain: the magic of holiday ads will always find a way to light up our streets and our imaginations.

How did we DOOH it? Quaker Oats

The Quaker Oats Campaign That Shared the Warmth

The weather is pretty chilly at the moment and it’s taking us way back to the start of 2024 when Quaker Oats went all in to warm up the UK. But this wasn’t just another feel-good campaign. This was a dynamic campaign that was impossible to ignore.

We’re talking live weather-triggered discounts and an interactive thermal camera in a bus shelter. Quaker got high-tech to prove it’s a great option for a hot breakfast when the cold bites hardest.

The Mission: More Warm Breakfasts for Families in Need

With the cost-of-living crisis hitting hard, Quaker partnered with Magic Breakfast and FareShare to donate up to three million warm breakfasts to families who needed them most. But they didn’t stop there. They made sure to share the warmth in two big ways:

1️⃣ Raising awareness: Using a Roadside 48 to spread the message loud and clear.

2️⃣ Product Discounts: Dynamic live weather-triggered ads let people save more when the temperature dropped. The colder it got, the bigger the discount.

Article content

The Showstopper: A Thermal Camera Bus Shelter

Then came the real wow moment. Quaker launched the UK’s first-ever interactive thermal imaging bus shelter in Kingston. A thermal camera mounted on top scanned passers-by and displayed their heat signature live on screen, alongside a real-time temperature widget.

Dynamic and Interactive OOH Campaign from Quaker Oats by Grand Visual

The Results?

A clever, interactive, and truly impactful campaign that kept the UK warm, inside and out.

There’s something absolutely magical about Christmas that transforms ordinary streets into wonderlands of twinkling lights, and savvy marketers know exactly how to harness this festive energy. Christmas advertising doesn’t just capture attention, it captures hearts and the very essence of what makes the holiday season special.

From the moment those first Christmas trees appear in shopping centres to the final January sales, the festive season offers advertisers a golden opportunity to create campaigns that resonate with audiences in ways that simply aren’t possible during the rest of the year.

We’re unwrapping the secrets of successful advertising campaigns, exploring how brands like John Lewis have mastered the art of festive storytelling, and discover why digital billboards generate such incredible ad recall. Whether you’re a seasoned marketer or planning your first Christmas campaign, this guide will show you how to make your brand an important part of celebrations.

What Makes Christmas OOH Advertising So Special

Christmas advertising leverages this unique moment when people are actively seeking inspiration. Shoppers in December browse with purpose, looking for the perfect gift or decoration. They linger on ads, often taking photos to share.

Seasonal themes like Christmas trees, wrapped presents, and family gatherings evoke strong emotions, boosting engagement. Out-of-home advertising reaches about 88% of UK adults who are more active during the festive season, increasing ad visibility and viewing time.

The countdown to December 25th creates urgency, making phrases like “perfect Christmas gift” or “last chance for delivery” powerful motivators. This sense of scarcity helps convert browsers into buyers effectively.

Why Christmas OOH Delivers Outstanding Results

The commercial power of this season cannot be overstated. UK consumers spend approximately £81 billion during the festive season, representing a massive opportunity for brands willing to invest in reaching shoppers when they’re most ready to purchase.

OOH at Christmas time achieves significantly higher recall rates than advertisements during other periods, primarily due to the emotional resonance of seasonal messaging and the increased repetition that comes with extended shopping trips. When someone passes the same Christmas advertisement multiple times while hunting for presents, the message becomes deeply embedded in their memory. Research shows that festive creative elements, from snow-covered scenes to images of children opening toys, create stronger neural pathways than standard commercial imagery.

Cross-channel synergy reaches its peak during this time of year, with OOH advertising perfectly complementing television campaigns. Combined TV and OOH Christmas campaigns deliver 17% higher effectiveness than TV alone, as the repeated exposure across different media reinforces the same festive messages. Take this example from Waitrose in 2024. They’re storyline was carried through from the TV ad and became a real-life ‘who dun it?’ moment.

The natural shareability of these displays adds a crucial digital amplification layer to traditional outdoor advertising. Consumers love photographing and sharing particularly standout creative on social media, extending the reach far beyond the physical location. A stunning digital display featuring dancing Christmas trees or an interactive installation with falling snow can generate thousands of social shares, effectively turning every viewer into a media channel.

Traditional Static Christmas Displays

Classic billboard advertising remains the backbone of festive outdoor campaigns, offering broad reach and memorable brand impressions. These traditional formats leverage iconic Christmas imagery, rich reds, forest greens, and golds, evoking the season instantly.

Bus shelter and train station ads capture captive audiences during winter commutes, featuring gift ideas and seasonal offers to influence daily shopping decisions. Shopping centre displays benefit from longer dwell times as shoppers browse and queue, while large-format billboards deliver bold, clear messages visible from a distance, perfect for quick impact during busy holiday travel.

Digital Out-of-Home (DOOH) Christmas Magic

Digital out of home technology transforms Christmas advertising from static announcements into dynamic, responsive experiences that can adapt in real-time to changing conditions and audiences. This flexibility allows advertisers to create more relevant, timely messages that speak directly to immediate consumer needs and circumstances.

Dynamic digital billboards displaying real-time Christmas countdowns create an irresistible sense of urgency that static advertisements simply cannot match. Imagine a display that shows “Only 12 days until Christmas” in the morning, then updates to “11 days and 8 hours” by evening—this constant countdown reinforces the approaching deadline and encourages immediate action. Weather-responsive messaging takes this concept further, automatically switching to indoor gift suggestions when it’s raining or promoting warm Christmas treats when temperatures drop.

Interactive digital screens in shopping centres represent the cutting edge of Christmas engagement, allowing customers to create personalised Christmas messages, browse virtual gift guides, or even take festive photos. These experiences don’t just advertise products—they create memorable moments that shoppers associate with brands long after the Christmas season ends.

Christmas ads for Pepsi Max with a Billboard that actually snows!

The visual capabilities of digital displays shine during Christmas, with animated scenes, falling snow effects (or the real deal), and twinkling lights creating genuine magical moments that capture the wonder of the season. These effects aren’t just pretty, they’re proven to increase attention and recall compared to static imagery, making every advertising pound work harder.

Creative Christmas Experiential Campaigns

Experiential Christmas campaigns push beyond traditional advertising boundaries to create memorable, interactive moments that engage multiple senses and encourage active participation. These campaigns recognise that modern consumers, particularly during the emotionally charged Christmas period, crave experiences rather than simple product messages. Like this campaign by Pepsi MAX where they hosted a pop-up in London, inviting people to come on in put the work laptop down and have some fun! The inside consisted of games, photobooths and cocktails.

Experiential Christmas ad for Pepsi Max, with people playing in the snow and loving life

Scented ooh advertising featuring Christmas fragrances like cinnamon, pine, or mulled wine creates powerful sensory memories that can instantly transport people back to the advertising moment weeks later. Our sense of smell connects directly to memory centres in the brain, making scented Christmas campaigns particularly effective at creating lasting brand recall. Imagine walking past a display for Christmas food and catching the aroma of freshly baked mince pies, that’s marketing that appeals to our most primal responses.

Special Builds

Three-dimensional installations featuring oversized Christmas decorations, gift boxes, or seasonal product replicas create dramatic focal points that demand attention and encourage photography. These installations work particularly well in high-traffic areas like shopping centres or transport hubs, where their scale and creativity can cut through the visual noise of busy environments. Shown perfectly in the special build below by Sainsbury’s, where they brought their delicious desserts and party food to life!

Live Christmas performances, carolers, or seasonal demonstrations at high-footfall outdoor advertising sites add human warmth to commercial messages. There’s something particularly compelling about live music and performance during Christmas that creates positive emotional states perfectly suited to advertising reception. These experiences also provide natural content for social media sharing, extending the campaign’s reach organically.

QR code campaigns linking to exclusive Christmas offers, gift guides, or festive content and competitions bridge the gap between outdoor advertising and digital engagement. Modern consumers are comfortable with QR codes, particularly when they promise exclusive access to Christmas deals or entertaining content. The key is ensuring the digital experience delivers genuine value that justifies the interaction.

OOH Advertising for Pepsi Max, offer a free present wrapping station at a major London Station

Retail Giants Setting the Standard

John Lewis has become synonymous with Christmas advertising excellence, extending their beloved television storytelling to outdoor displays with remarkable consistency and emotional impact. Their campaigns demonstrate how a single creative concept can seamlessly translate across multiple media channels while maintaining the narrative coherence that makes their Christmas stories so compelling.

The genius of John Lewis campaigns lies in their understanding that OOH advertising should tell stories, not just sell products. Their outdoor displays feature the same characters and themes as their television advertisements, creating a cohesive narrative universe that consumers can encounter throughout their Christmas journeys. For example back in 2023, their campaign centred around an unexpected star – a Christmas tree called “Snapper.” We’re sure you saw the advert, were 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.  

With sustainability at the heart of John Lewis, 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 special build offering free seed packets. Brand: John Lewis

Let’s Wrap Up…

The magic doesn’t end with creativity, OOH delivers tangible results. Recent Talon Benchmarks reveal that festive campaigns experience:

Christmas OOH campaigns also generate stronger emotional connections than any other time of year:

On average, OOH campaigns increase purchase intent by 10%, call to action by 57%, and brand consideration by 67%.

What more do you need to know! So, get your Christmas tree up and get in the festive mood because your Christmas is well and truly here!

Canva special builds OOH Campaign by Grand Visual

Let’s be honest: the creative outdoor ad space is louder, smarter, and weirder than ever. Digital fatigue is real, attention spans are short, and people have never been more ad-savvy, or ad-resistant.

OOH advertising is evolving rapidly. As people move through urban environments flooded with information, cutting through the noise is critical. Today’s campaigns need interactivity, technology, contextual relevance, and creativity to earn attention and keep it.

OOH has evolved. It’s digital, dynamic, clever, targeted, and measurable. And unlike online ads, it can’t be skipped.  Whether you’re a brand strategist, creative director, or media planner, here’s what you need to know to make OOH that actually hits in 2025.

1. The Role of OOH Has Changed (For the Better)

OOH has always been a bold medium, but in the current climate, creativity is the differentiator. With audiences moving fluidly between physical and digital worlds, successful campaigns must do more than occupy space, they must engage, surprise, and resonate.

Today’s most impactful OOH campaigns draw from a range of disciplines: design, technology, user experience, and behavioural psychology. They treat the environment not just as a backdrop, but as a canvas for storytelling.

Now it’s:

OOH isn’t a silo. It’s a live, breathing part of the brand experience, and one of the few formats that still feels real in a digital-first world.

2. Simplicity That Cuts Through

You’ve got about 3 seconds to grab someone’s attention (source OAAA). Maybe less if they’re on a bike.

That means your creative needs to be:

Think: big type, sharp copy, strong contrast. That’s how you cut through the clutter.

Uber Making Local Contextual

Despite its global reach, Uber wasn’t top of mind in many northern UK towns and cities. To change that, Uber made out-of-home (OOH) advertising a core part of its media strategy, investing in locally tailored campaigns. Across 14 locations, geo-targeted posters showed real-time driver ETAs at key pick-up points, while custom murals highlighted each town’s character.

3. Digital Integration for Real-Time Engagement

People love stuff they can play with. That’s why interactive OOH is so effective — it turns bystanders into participants.

We’re talking:

Done well, it makes people stop. And when they stop, they engage. When they engage, they remember.

Shake Shack

Shake Shack launched a “White Truffle Hunt” with scannable QR codes that allowed New Yorkers to virtually “dig” and unlock prizes.

Participants searched for select LinkNYC screens located in strategic locations throughout the city, driving awareness of the new product and created buzz surrounding the launch!

4. Context Is the New Creative Multiplier

OOH thrives when it feels contextually aware, speaking to people in a way that reflects their environment, mood, or moment.

Creative teams are increasingly using:

Contextual creative doesn’t just improve performance metrics. It builds emotional connection, it feels like the brand “gets it,” and in turn, gets the audience.

Quaker Oats

PepsiCo Quaker Oats Campaign by Grand Visual

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.

5. The Rise of Dynamic DOOH and Programmatic Creativity

The spread of digital screens has transformed what’s possible in OOH. What was once a static canvas is now a dynamic storytelling platform.

Programmatic DOOH allows creative to be:

But with this flexibility comes new creative responsibilities. Instead of producing one hero asset, brands may need to build creative frameworks, adaptable templates that still deliver impact.

Google Maps

Google Maps DOOH 2019

Google wanted to promote the new features available on Google Maps. Based on Google ratings and trend data, these new features encourage people to discover new things, wherever they are.

Using real-time data, this DOOH campaign was spread across different neighbourhoods around New York. OpenLoop enabled the campaign messaging to evolve based on the audience (location and time) and the moment (temperature and day), creating a message which was based on venue ratings & other 1st party data.

The dynamic Digital OOH campaign personalised Google’s campaign, making the public aware of new places and reminding residents to revisit places they may not have visited in a while. Introducing Explore went on to win a silver OBIE and won the Entertainment award at the MediaPost DOOH awards.

6. Sustainability Is Now a Creative Consideration

As sustainability becomes central to brand values, OOH creatives are rethinking not just what they say, but how they say it.

This is particularly resonant in OOH, where campaigns are public and physical. Sustainability becomes part of the creative brief, not just an operational detail.

Volkswagen

In an incredibly competitive landscape, the launch of the all-electric ID.4 certainly left a lasting impression. As Volkswagen’s ID electric vehicle range is created 100% net carbon neutral, the campaign promoting its newest model needed to uphold these green credentials.

We created a wind and solar powered living billboard, covered entirely in different types of moss, a plant with incredible air cleansing and oxygenating capabilities.

7. OOH Is No Longer a Silo, It’s Part of the Experience Loop

The most successful campaigns treat OOH as part of a connected storytelling ecosystem, integrating it with digital channels, mobile, and even in-store experiences.

Ways this is playing out:

OOH is increasingly the bridge between brand storytelling and digital action.

Kleenex x Mr Doodle

Kleenex x Mr Doodle OOH Campaign by Grand Visual
Kleenex x Mr Doodle OOH Campaign by Grand Visual
Kleenex x Mr Doodle OOH Campaign by Grand Visual

Kleenex delivered a vibrant and immersive experience at Outernet London with a high-impact activation starring renowned artist Mr Doodle (Sam Cox).

Housed inside a giant glass cube, Mr Doodle brought his signature style to life in real time, responding directly to creative prompts from TikTok users. The live artwork session was streamed on TikTok, transforming viewers into active participants and driving engagement around the launch of Kleenex’s limited-edition doodled tissue boxes.

Conclusion: Creativity Is the Most Valuable OOH Asset

OOH remains one of the most powerful storytelling platforms for brands, especially when used with precision, purpose, and bold ideas. As the medium continues to evolve, the creative opportunities will only expand.

Whether you’re experimenting with dynamic formats, interactive installations, or contextual messaging, the key is to approach OOH not just as placement, but as a creative opportunity to stop, surprise, and stick in the minds of your audience.

Want to see this in action? Reach out to wecreate@grandvisual.com

In partnership with our amazing agencies and collaborators, Grand Visual is proud to be shortlisted for 15 awards across 9 categories at the Outdoor Media Awards!

Uber: Making Local Contextual (with Mother London, PHD & Talon) 

Uber used OOH to transform its brand presence in the north of England, where it was less established. Across 14 towns and cities, geo-targeted ads made Uber feel hyper-relevant, real-time ETAs at key pick-up points, bespoke murals celebrating local culture, and Uber-branded beer mats in pubs.  

This sustained investment in location-specific creative increased awareness, consideration, and adoption. By consistently showing up in the right places with messaging tailored to northern audiences, Uber turned from an overlooked service into a trusted, go-to option, showcasing its commitment to long-term brand building through smart, localised OOH. 

Shortlisted: Brand Building Award 

BHF England Til I Died Mural OOH

British Heart Foundation: ‘Til I died (with Saatchi & Saatchi, PHD, Talon & Mural Republic) 

“Til I Died” was a powerful campaign from the British Heart Foundation, created to confront a devastating truth: every week, 12 people under 35 in the UK die from sudden cardiac death. 

To mark the start of UEFA Euro 2024, BHF and Saatchi & Saatchi honoured 12 young football fans who tragically lost their lives by unveiling striking murals in their memory – each one a stark reminder of lives cut short and the urgent need for awareness. The campaign resonated deeply with the public, sparking national conversation and earning a spot on BBC Breakfast. 

Shortlisted: Visual Craft 

Allwyn Lotto Will You Be Next Special Build OOH

Lotto: Will you be next? (with Allwyn, Hearts&Science & Talon) 

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 talkability, engagement and consideration to play.  

As a result, buzz, attention and ad awareness hit a 12-month high, and we increased consideration to play with our growth audience. Anyone can be a millionaire with Lotto, you must be in it to win it! 

Shortlisted: Brand Building 

PepsiCo Quaker Oats Campaign by Grand Visual

Quaker Oats: Share the warmth (with PepsiCo, OMD, Uncommon Creative Studio, Talon & Field Day London) 

Quaker Oats shared the warmth across the nation by helping to ensure access to a warm and nutritious breakfast 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. 

Shortlisted: Tech Innovation 

Lenovo OOH Campaign by Grand Visual

Lenovo: Capture your aura (with Goodstuff, Assembly Global, Talon, TBA & Zeno) 

Lenovo’s Yoga Slim 7i Aura Edition redefined OOH advertising through a groundbreaking fusion of biometric data and projection mapping.  

In a first-of-its-kind activation, Lenovo transformed London’s skyline into a dynamic canvas, turning real-time aura readings from influencers into stunning visual projections. This disruptive spectacle showcased Lenovo’s innovation, stealing attention from competitors while delivering an unforgettable brand experience.  OOH advertising. 

Shortlisted: Tech Innovation 

Extra Flamin Hot Sweating Billboard OOH

Doritos: Extra Flamin’ Hot (with PepsiCo, OMD, Talon, Sips & Bites & YouTube) 

Doritos Extra Flamin’ Hot ignited a cross-channel storm, making sweat fashionable across digital, OOH, PR, and social.  

Ashley Roberts fronted high-impact luxury-style OOH, amplified by Europe’s first sweating billboard, a multi-sensory PR stunt that fueled headlines. YouTube’s emotional targeting placed us in peak sensory moments, while Jungle FourNine’s viral spice challenge drove engagement through real-time reactions. Fashion magazine hijacks and influencer content kept the fire burning.  

From streets to screens, Doritos turned heat into a cultural moment. HOT COUTURE. Eat the Heat. And own the sweat. 

Shortlisted: Cross-Channel 

McVitie’s Jaffa Cakes (with Pladis, MG OMD, Talon, TBWA\London, Taylor Herring, Shopper, Capture & To Boldly Go)    

Jaffa Cakes transformed its communications strategy to reverse its fortunes and reestablish the brand as a British icon. 

In 2024, the brand embraced a bold new behaviour: Unapologetically Jaffa. This empowered them to rewrite the rules, take a definitive stance on the iconic cake vs. biscuit debate, and launch a daring new flavour – Jaffa Cola Bottle. 

A collaborative effort across five agencies resulted in a consistent drumbeat of culturally resonant activations, amplified by high-impact media placements. 

Shortlisted: Cross-Channel 

Specsaver Van OOH

Specsavers: This Van Driver Should’ve gone to Specsavers (with Specsavers Creative, MGOMD, Talon & Ann Squared Events) 

Specsavers made “Should’ve” unmissable with an execution that made them the talk of the town. 

The solution tapped into an established media channel, putting innovation and creativity at the heart, whilst rooted in everything that makes Should’ve successful, a simple, relatable idea.  Specsavers pushed the boundaries of OOH with this parking fail – a Specsavers van stuck on a bollard!    

Shortlisted: Installation & Experience 

Congratulations to all our clients, agencies and partners who were shortlisted, and roll on June! View the full shortlist here.