When advertising isn't there… but everyone is talking about it…
The rapid rise of new trends and technological advancements is radically transforming how brands connect with consumers. One such trend, which has gained significant attention in recent years, is Fake Out of Home Advertising (FOOH). This creative approach is redefining the landscape of outdoor advertising by capturing attention through its originality and innovative execution.
FOOH is not just another novelty in the digital advertising space; it is a dominant trend that allows brands to merge digital with physical, grabbing public attention in an unexpected and engaging way.
This trend is reshaping how brands communicate with their audiences by combining creativity with technological innovation. In 2024, this advertising approach, widely adopted by major brands, has become a global phenomenon, creating impactful campaigns that seamlessly blend digital and physical elements in an illusionary way.
Also known as virtual outdoor advertising, FOOH creates the illusion of outdoor advertising campaigns that don’t physically exist in the real world. Using technologies such as CGI (computer-generated imagery) and augmented reality (AR), it transforms public spaces into spectacular settings, leveraging videos shared on social media to generate buzz and go viral. Unlike traditional billboards, these digital campaigns are designed to captivate audiences in a highly innovative manner, provoking strong reactions and encouraging engagement.
Big Brands and the Success of FOOH
Leading brands have already launched highly successful FOOH campaigns. L'Oréal, for example, used CGI to create a giant lipstick moving through the streets of Paris in a Citroën 2CV, while Maybelline New York surprised London and New York with giant eyelashes placed on buses and metro stations to promote its "Sky High" mascara. Other brands, such as Primark, JACQUEMUS, and Marvel Entertainment, have also leveraged the power of FOOH to create immersive and visually unforgettable experiences, amplifying their message through the digital space.
The Oreo Campaign in Portugal
A brilliant example of the power of FOOH was the recent Oreo campaign (Mondelēz International) in Portugal, developed by TRIX audiovisual production. With a bold message—"Goodbye Portugal" and "Your classic Oreo is disappearing", Oreo made consumers believe the brand was leaving the market. The campaign sparked massive reactions on social media, with users speculating about Oreo’s departure from Portugal.
Then, in a brilliant twist, the brand revealed that it was all part of a strategy to announce a new recipe and packaging. Through TikTok videos, the campaign demonstrated how FOOH, combined with strong social media management, can generate buzz, go viral, and keep audiences engaged until the final reveal.
The Future of Digital Advertising
The fundamental principles of advertising remain rooted in the lessons of the great pioneers, who always challenged conventions and created impact. Today, only the platforms and ways of connecting with audiences have evolved, adapting to new trends and the expectations of younger generations, who demand increasingly innovative and interactive experiences.
As George Lois once said:
“Creativity can solve almost any problem – the creative act, the defeat of habit by originality, overcomes everything.”
