10 Brilliant DOOH Campaigns That Broke the Mold

Digital Out-of-Home (DOOH) advertising

has evolved from static billboards to dynamic storytelling platforms that blend creativity, data, and technology. The most impactful campaigns don’t just promote — they engage, surprise, and interact.

Here are 10 innovative DOOH campaigns that redefined what’s possible with public screens — and why they worked:

1. British Airways – “#LookUp” Campaign

Location: London Piccadilly Circus

A child on a digital billboard points up in real-time to planes flying overhead, showing flight number and destination — powered by live flight data.

Why it worked: Turned a routine moment into a personal, magical connection. Emotional. Real-time. Memorable.

2. McDonald's – Weather-Responsive Menu Boards

Location: UK Cities

Displayed hot drinks or ice creams based on current weather conditions using weather-triggered DOOH screens.

Why it worked: Hyper-contextual relevance increases conversions. Smart use of live data made ads actionable.

3. Warner Bros – “Fantastic Beasts” AR Experience

Location: Westfield London

AR screens let users “cast spells” and interact with magical creatures, bringing the wizarding world to life inside a shopping mall.

Why it worked: Fans became part of the fantasy. Interactive storytelling drew massive foot traffic.

4. Nike – "Reactland" Campaign

Location: Shanghai

Users created avatars and raced through a virtual city on a giant screen while testing Nike React shoes. Gameplay was shareable on social.

Why it worked: Gamification + personalization + social sharing = immersive brand experience.

5. Lexus – 3D Anamorphic Billboard

Location: Times Square

Lexus made their car appear to jump off the screen using stunning 3D anamorphic animation — no glasses needed.

Why it worked: The visual spectacle created buzz and positioned Lexus as a cutting-edge brand.

6. KFC – Real-Time Apology Campaign

Location: UK

During a chicken shortage, KFC displayed “FCK” apologies on DOOH billboards — honest, funny, and fast.

Why it worked: Real-time transparency + humor helped turn a crisis into a brand-strengthening moment.

7. Netflix – “Black Mirror” Season 5 Launch

Location: Global Bus Stops & Urban Screens

Cryptic, mirrored messages on screens reflected viewers back at themselves — “You are being watched.”

Why it worked: Seamlessly aligned with the show’s theme. Creepy. Curious. Viral.

8. EasyJet – “Imagine Where We Can Take You”

Location: European Airports

Facial detection tech gauged viewer mood and suggested personalized travel destinations.

Why it worked: Mood-based personalization in a travel mindset context = genius targeting.

9. Dettol – COVID-19 Awareness DOOH

Location: Global Transit Hubs

Used touchless DOOH with gesture-triggered animations to promote hygiene during the pandemic.

Why it worked: Educational + interactive = high public value and brand trust.

10. Coca-Cola – Share a Coke Live Billboard

Location: Times Square, NYC

Users tweeted names with a hashtag to see them live on a giant billboard. Some received free Cokes from nearby vending machines.

Why it worked: Real-time interaction, instant gratification, and massive social sharing made this iconic.

Final Thoughts

These 10 campaigns prove that DOOH isn’t just about visibility — it’s about experience. Brands that dare to innovate are the ones that leave a lasting impression.