From buses with eyelashes to car-sized bags driving around Paris, it seems like brands are creating show-stopping activations out in the world… 👀
These shockingly realistic CGI out-of-home (OOH) campaigns are pushing the boundaries of advertising, redefining the realms of creativity and visual storytelling. Leading to the introduction of a new term: Faux OOH.
Let’s explore the brands that are absolutely nailing these ads and the brands who may have missed the mark.
Maybelline’s Trendsetting CGI Ad
This ad was one of the first FOOH advertisements to really break the internet. With the use of London public transport, they advertised their flexi wand on their most-loved mascara with buses and tubes wearing eyelashes?!
The CGI was so convincing that it had many people making plans to track it down to see it in person, until of course Maybelline shocked many people by announcing the whole video was CGI.
This viral video gained over 74 million views, 2.8M likes and 831k shares, showing this ad was definitely worth the big bucks it probably took to make this happen.
ASOS's CGI Copy-Cat Fail
After Maybelline’s video catapulted into success, ASOS also ventured into the FOOH realm with an ad for Kylie Jenner’s mascara. The now-deleted-video shows the mascara tube replacing the train wizzing through the tube station.
Although a good concept, this ad left a bad taste in many mouths with many users accusing ASOS of outright copying Maybellines ad or other users stating it was unclear what it was even meant to be advertising.
Jacquemus’s Rule over FOOH
With Jacquemus’s top-tier marketing strategy, It’s no surprise that the brand is absolutely owning the FOOH space. With bags wizzing around Paris, a inflatable handbag in the ocean in the South of France, to a ballerina speedboat. They’ve integrated CGI seamlessly into their marketing strategy and we absolutely love it.
But what do these case studies tell us?
This revoluntary method of advertising shows us that it’s essential for brands to embrace new technology. It shows brands as creative-leaders and can lead to some really great brand awareness. While we aren’t suggesting all brands should just jump on all new technology, we think it can never hurt to stay curious.
Use CGI in creative ways rather than blatantly copying another brand (*cough cough* kylie 👀). Originality always beats imitation and can have a negative effect on brand trust if done poorly.
This is a new advertising concept we haven’t seen before which means it will pique curiosity, stopping social media users from their constant scrolling and capture their attention.
User beware...
While CGI provides the opportunity to elevate brand awareness, it needs to be tastefully executed to avoid misleading or damaging brand trust. Going viral with this content should not be the sole goal. Instead, CGI content should be part of a larger strategy.
What do you think about FOOH? Are you loving it or are you not a fan? Let us know...
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