Out-of-home (OOH) advertising continues to be one of the most effective ways to grab public attention, combining creativity with visibility in high-traffic areas. From billboards to bus stops, these campaigns often rely on visual impact and clever messaging to resonate with passersby and leave a lasting impression. Below are five standout examples of OOH campaigns that demonstrate how powerful and strategic this medium can be.
1. McDonald’s “Election Day” Billboard
Description:
This billboard featured three French fries with different amounts of ketchup labeled “Conservative,” “Moderate,” and “Liberal.” With a humorous and timely take on politics, McDonald’s positioned itself as a brand that everyone can agree on—no matter their political views.
Objectives:
The campaign aimed to boost brand relevance during the election season and create a culturally resonant moment that would be widely shared and discussed, particularly on social media.
Target Market:
The general public, especially politically engaged individuals and young adults who are active online.
Call to Action:
While indirect, the ad subtly encourages people to visit McDonald’s on Election Day, using humor and relatability as a hook.
Value Proposition:
McDonald’s is a universally appealing, inclusive choice that fits all lifestyles and perspectives.
2. Allegheny Health Network’s “World’s Largest Cast”
Description:
Installed outside PNC Park in Pittsburgh, this 40-foot fiberglass arm cast invited people to sign their names in support of orthopedic patients. The large-scale installation turned a simple medical device into a symbol of community care.
Objectives:
To raise awareness for AHN’s orthopedic services and position the network as community-centered and innovative in its outreach.
Target Market:
Local Pittsburgh residents, sports fans, and those seeking healthcare services.
Call to Action:
Builds brand familiarity and encourages potential patients to consider AHN for orthopedic care.
Value Proposition:
AHN provides expert, compassionate orthopedic services backed by community support.
Source: PRWeb
3. Netflix’s “Narcos” Bus Stop Installation
Description:
A bus stop in Los Angeles featured a glass case filled with stacks of fake cash and a quote from Pablo Escobar: “Pablo Escobar once burned $2M to keep his family warm.” The campaign promoted the new Netflix series Narcos and grabbed attention through shock and spectacle.
Objectives:
To build buzz for the premiere of Narcos and communicate the extreme wealth and drama at the center of the show.
Target Market:
Adults aged 18–45, particularly fans of crime dramas and historical narratives.
Call to Action:
Encourages people to stream Narcos on Netflix by piquing curiosity and creating visual intrigue.
Value Proposition:
Narcos offers gritty, high-quality storytelling based on real historical events, appealing to thrill-seekers and true-crime enthusiasts.
4. Colorado DOT’s “Dangerous Combinations” Billboard
Description:
This striking billboard featured a car shaped like a marijuana joint, crashed and mangled, with the slogan “Hits Lead to Hits – Don’t Drive High.” The ad used a literal visual pun to drive home a serious safety message.
Objectives:
To reduce impaired driving related to marijuana use by creating a memorable and impactful public safety announcement.
Target Market:
Drivers in Colorado, especially younger adults who use recreational cannabis.
Call to Action:
Avoid driving under the influence of cannabis; prioritize safety and responsibility.
Value Proposition:
Emphasizes the importance of safe driving habits and protects the community from avoidable accidents.
5. Kettle Chips’ “Second Best Edibles” Billboard
Description:
A billboard shaped like the state of Oregon was covered in clips holding free bags of Kettle Chips. The headline read, “Oregon’s Second Best Edibles.” Once the chips were gone, another message was revealed: “Munchies all gone? Check back at 4:20.”
Objectives:
To tap into Oregon’s cannabis culture and promote Kettle Chips as the go-to snack for those experiencing the munchies.
Target Market:
Snack lovers, millennials, and Gen Z consumers, especially those who engage with cannabis culture.
Call to Action:
Try Kettle Chips, and come back for more—especially during late-afternoon cravings.
Value Proposition:
Kettle Chips provides flavorful, indulgent snacks that are perfect for fun, laid-back moments.
Recognizing Excellence in Advertising
These campaigns exemplify the creativity, cultural insight, and strategic messaging that characterize the best out-of-home advertisements. Whether the goal is to entertain, inform, or promote public safety, these ads succeed in engaging their audiences and leaving a lasting impression.
To explore more award-winning advertising campaigns across all media types, visit the Advertising Education Foundation’s Ad Award Archive.
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