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Behind the Billboard - Podcast

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OOH that’s nice Audi @bbhblacksheep getting revved up with Audi, announcing the launch of the RS5 in dramatic fashion. ‘Shake’ translates the car’s 639bhp output into physical distortions on billboards. Simple, beautiful, memorable. Well done all, esp director @benedictredgrove who shot the campaign using actual audio telemetry to distort and shake the photography of the vehicle. Creative work that’s as powerful as the car. Specsavers Specsavers having fun down under taking over Melbourne’s landmark outdoor site, transforming the Southern Hemisphere’s largest digital billboard into a larger-than-life ‘Should’ve gone to Specsavers’ moment. Friday messages not running on a Friday. Morning messages running in the evening. Misaligned artwork. Incomplete logos. You name it. They should’ve gone to Specsavers. Well done to all involved including friends of the show Bertie Rapkin & Jon Morgan and all round legend Danny Bush. Corona Yes we know. Shadows have been done a lot, esp on one of our fave billboards ever ‘Sundial’ from Maccas. But these Corona posters are worth a mention. V nicely crafted. McDonald’s For those of a certain age this subversion of the classic cigarette campaign Welcome to Marlboro Country is a funny idea. And for those younger folks, hopefully it still works. Best use of cowboy hat? AA It’s ok. It’s an AA poster. @thegate.london building a nice portfolio of OOH work for the AA with their latest effort featuring Spider-Man. Ikea The big bag gets even bigger thanks to this fun stunt from Åkestam Holst / NoA. easyJet The very last word on the footy. We spotted this on LinkedIn the other day from Fiona Smith from 12 years ago, created with her twin sister Sophie, back when we got knocked out of 2014 World Cup. Brilliant. OOH that’s nice is sponsored by @view2fill by @getbehindthebillboard
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5 days ago
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Come on!!!! by @getbehindthebillboard
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10 days ago
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OOH that’s nice 🏴󠁧󠁢󠁥󠁮󠁧󠁿 Every country has a flag, which, when you think about it, is like a billboard - landscape, visual, simple, memorable. Of all the work these past few weeks during the World Cup, the flag has to be the most poignant, the one that is steeped in emotion, longing, proudly displayed up and down the country, joining a nation together in the hope that Tommy T and the boys (and let’s face it, mostly Jude) can get us over the line. The Economist The latest in the ‘white out of red’ campaign from @cocoguncreative Not quite up there with the greatest AMV executions, but some nice lines, esp ‘Set the news cycle to no spin’. Aldi Sweet idea from McCann’s Manchester for Aldi during Wimbledon fortnight. I Choose Freedom / Leeds Women’s Aid A bit late to this, but an important campaign to highlight the shocking statistics (xV) of domestic abuse during tournaments. Well done to creative collective Good Eggs. British Airways More topical footy executions from @uncommon.creative.studio from the BA ‘Windows’ campaign. Marmite We mite … @adamandevetbwa New Balance Benny Everitt ex-Uncommon has set up his own studio @blindfaith.studio who have already created a lovely campaign for New Balance. Saka and Eze, two kids from London who dreamed big and delivered bigger, helping secure Arsenal’s first league title in 22 years. KEPRO (Kenya Extended Producer Responsibility Organization) Daraja Plus in Nairobi filled a billboard with real plastic waste, day by day. No brand, no message, sparking debate before any paid media. The reveal: Rada?” (What’s the plan?) and “Tuna Taka Taka” (We have waste) launching the Rada Safi behaviour change movement to spark debate about recycling and the plastic pollution crisis. Stephen Kameti, CD, Daraja Plus McDonald’s A campaign by Cossette targeting Quebec residents changing homes on July 1st turning everyday packing materials like bubble wrap into refreshing beverages for moving day to showcase its new line of cold McCafé beverages. OOH that’s nice is sponsored by @view2fill by @getbehindthebillboard
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11 days ago
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Your advertising career starts here 👆👇 The Behind the Billboard competition is live! Your ticket to fame, fortune and fun. We’re after great ideas in the great outdoors. 48 sheets, 96 sheets, Adshels, cross tracks, pavements, projections, flyposters, the top of a bus, the top of the Empire State Building even! And we’re lucky enough to have an amazing brief from BBH for Audi Quattro and an amazing awards partner Creative Circle. Get a leg up in adland. Get downloading the brief! You have until August 31st to get your entries in. For more details: https://getbehindthebillboard.com/competition/ Good luck! Visuals: Rob Wilson by @getbehindthebillboard
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17 days ago
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OOH that’s nice McDonald’s ‘Thru’. Phew! This ran straight after the DR Congo game (and applies to the overnight result too!) perfectly summed up the drama / relief the nation was feeling. Argos More World Cup work, this time from @tandp.group for Argos. Some nice lines here. United Topical ad following the great reception the Scottish fans received in Boston during the World Cup. Aer Lingus What is it with @uncommon.creative.studio and airlines. After the phenomenal work on BA, here comes another cracker, this time for Aer Lingus, highlighting ‘home’ as the most important destination. Amen to that. Surf beer-board Imagine the scenario. You’ve just caught the perfect wave and you immediately feel like a pint. But how? Introducing the world’s first ever “Beerboard” - a custom-built, fully functional surfboard created by Gage Roads Brew Co. and Phantom Surfboards that has been made with an internal chamber containing 10 litres of craft beer. Cheers! Frida Kahlo Now showing all over the South Bank. Frida Kahlo’s work was made for big open spaces which Tate Modern have been utilising these past few weeks to trail the exhibition. Empire State stunt As OOH stunts go this is right up there. Russian couple Ivan Kuznetsov & Angelina Nikolau scaled the 1,454-foot antenna of New York’s Empire State Building to unfurl a peace banner and stage a dramatic marriage proposal before being arrested by the NYPD. Just married Talking of marriage … Mr & Mrs Swift recently tied the knot in NYC, news of which was broadcast on a few local screens. Sensodyne Created by @greyldn, Sensodyne utilize the summer tournament season with some fun executions. OOH that’s nice is sponsored by @view2fill by @getbehindthebillboard
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19 days ago
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Tom Richards Episode #112 features Tom Richards, Global CCO at 21GRAMS. Tom, alongside Frank Mazzola, has led 21GRAMS to be ranked as the world’s third most creative health agency. Prior to 21GRAMS, Tom had great success at Havas Lynx, leading them to win Healthcare Agency of the Year at Cannes in 2018.   We started with the Roy Castle Foundation ‘Smoking in Three Easy Steps’ poster from Cheetham Bell, Manchester where Tom created smoke rings with real cigarettes, which were then shot and adapted to create the headline. Next came two brilliant campaigns - milk bottle and Santa - for the Scottish National Blood Transfusion Service from Faulds in Edinburgh. While for Eurocamp we discussed dog-friendly holidays and three wonderfully happy looking doggies shot by Euan Myles which made it into D&AD. And then we discussed Tom’s move into Pharma and more brilliant work, including the world’s first ever Sneezing poster for the Flu Vaccine. And ADHD Rollercoasters - a beautifully crafted campaign that highlights the conditions of this increasingly common neurodevelopmental disorder. Thanks so much Tom for breaking your busy schedule to come and chat to us.   Link in bio. Thanks to all our sponsors, who make the show possible: @BauerMediaOutdoor @view2fill @superoptimalooh @gasismusic by @getbehindthebillboard
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22 days ago
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OOH that’s nice Polaroid Polaroid at their playful best in their ‘The Best of Summer is Analog’ campaign. Some fun executions here pushing against AI and digital overload, encouraging people to experience life in real life 🤓 IKEA A sweet World Cup idea from IKEA. ‘Assemble the World’ cleverly arranges furniture, lighting, and accessories into shoppable, interactive compositions of national flags. Great craft from Dentsu Canada. Experien More World Cup, this time from our friends @bbhlondon for Experien. Digital billboards strip away all imagery, commentary, and stadium distractions to show nothing but the score, a neat reminder to pay attention to credit scores. Freedom from Torture A hard-hitting installation of a blood-soaked chair outside Parliament, representing a YouGov poll that cited one in five British people believe torture can be acceptable under some circumstances. Powerful work from Feral for Freedom from Torture. Job centre plus Topical idea from Freddie Galletley and Charlie Horner. These guys are still at SCA but already making a name for themselves with a strong portfolio, which has no doubt been enhanced by this cheeky stunt for Job Centre Plus outside Downing Street on the day Kier stood aside. Spots for shops Cannes had many great winners but we esp liked Spots for Shops by Dubai parking operator Parkin for its proper outdoors-ness. The campaign transformed physical public parking bays into hyper localized OOH media placements to boost neighborhood commerce. Drivers discover nearby shops and reclaim parking fees as cash back when making a purchase. Great work Rob Hall and all the team at @fp7mccanndubai TfL Talking of Cannes, this popped up on the underground during festivities 🤔 Hyundai V late to this but wanted to feature from contributor Fotini Bini from @mccanngreece 👌Sorry logo dropped off! Organix The best GOAT headline of the week 🐐 🏆 Well done Richard Dennison and his team @thenin9tynin9rs OOH that’s nice is sponsored by @view2fill by @getbehindthebillboard
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25 days ago
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Looking for a career in advertising? Enter the Behind the Billboard Competition, it could be your first step into the industry. Take on a real out-of-home (OOH) brief from leading agency @bbhlondon for their client Audi, and you could win a book crit with a top Executive Creative Director, plus a featured interview on the @getbehindthebillboard podcast. The Creative Circle and Behind the Billboard have teamed up to offer this exciting opportunity for emerging creatives. Entries will be judged by Behind the Billboard hosts Hugh and Dan, alongside Felipe Serradourada Guimaraes, Chief Creative Officer at BBH London & Dublin and a member of the Creative Circle Gold Jury. Show us your thinking, make your mark, and put your work in front of some of the industry’s leading creative minds. Head to the 🔗 in our bio to download the brief or find out more at the @ukcreativefestival Creative Careers Fair on 2 July in Margate. by @getbehindthebillboard
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a month ago
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The Behind the Billboard Competition We are super proud to announce the launch of our first ever Behind the Billboard Competition, a partnership between ourselves, Creative Circle and BBH London. Specifically created for young creatives looking for a way into advertising, the competition is your chance to answer a live Out-of-Home brief, have your work seen by some of the industry’s sharpest creative minds, and put your thinking in front of the people who can help open doors. No endless theory. No pretend client. No “nice student idea” destined to live forever in a PDF. This is a proper brief. For a proper brand. Judged by proper creative people. The winning team/individual will get a book crit with Felipe Serradourada Guimaraes, Chief Creative Officer (CCO) of BBH London and BBH Dublin, have their work promoted through Behind the Billboard and Creative Circle, and be invited onto a special edition of the Behind the Billboard podcast to talk about the thinking behind their work. The competition is open to students and young creatives who want a career in advertising. You might be at college, university, portfolio school, on placement, freelancing, or working another job somewhere else and trying to get your first proper creative break. You’re all welcome. For more details and to download the brief, go to: https://getbehindthebillboard.com The entries will be judged by Dan & Hugh from Behind the Billboard, Felipe Serradourada Guimaraes, Chief Creative Officer (CCO) of BBH London and BBH Dublin, and a member of the Creative Circle Gold Jury. Best of luck! Huge thanks @bbhlondon @bbhdublin @creativecircleawards @mr_filly Artwork: @pate_on_toast Any queries just leave us a message 👇 by @getbehindthebillboard
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a month ago
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Heinz and Heineken have unexpectedly teamed up, timed with the World Cup KO. Oh yeah, cos um brands start with the same four letters and have reportedly shared a table at BBQs and celebrations for 150 years. Google Gemini and the FA have created the ‘England Fan Mural’ in the Gemini app, allowing England football fans to transform their selfies into massive fan murals featuring the official England senior men’s kit. Supporters can join in by selecting the England Fan Mural inside the Images tab in the Gemini App, uploading a selfie, and watching Gemini turn their photo into an epic fan mural. Kudos to @wppmedia, Media Futures Group, and artists @muralrepublic. @mymatedan tested it out. Felix the Cat supports the England squad with a giant field mural below the Heathrow flight path for fans flying to the games. This mischievous style brings a major cultural moment to life, executed by WPP Media EssenceMediacom for Nestlé. Before Wednesday’s England opener, millions will Google the kickoff time. Women’s Aid answers with 11:37pm, a campaign by ELVIS that hijacks the most asked matchday question to deliver a different message. NHS Blood and Transplant, with @havaslondon , launched a striking out-of-home campaign removing red from Britain’s most recognisable logos to highlight a critical shortage of blood for sickle cell patients. - Well played @ossiesleftfoot1 / Dan and team. Away from soccer, easyJet and DEPT® have created a special build hero. Great work from WPP Media and BMOUK. Ginsters’ latest campaign is simple: pastry meets toaster. With three flavours, commuters eagerly queued for a taste. Created by @adamandevetbwa and Omnicom Production. And finally… ELMO IS DEAD TO NEW YORK. NYC had some OOH fun with Elmo. In response to Elmo’s tweet about NBA championship teams ‘having fun’, New Yorkers turned on Elmo placing his head on a spike during the New York Knicks’ wild celebrations. by @getbehindthebillboard
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a month ago
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Recorded live at the WOO Congress 2026 in London just a fortnight ago, this is the second of our special Behind the Billboard episodes — and this time we’re on the Global OOH, Innovation & Creativity track. Hugh and Dan….. Well…. Mainly @mymatedan as Hugh had run away to catch a train…. grab short, sharp conversations with a stellar line-up of out-of-home leaders from around the world: Elizabeth McIntyre, CEO of OMA Australia; Ben Milne, CEO APAC at @billups ; Nick Bell, UK MD at Billups; Jaime Byrdak, CEO North America at Billups; Jay Young, MD of Grand Visual; Sarah Parkes, Managing Partner, International at Talon; Danielle Austin of Evolve OOH; James Harrison from MPN part of Dubai Holdings; and Simon Wall, CEO of Glynt Group in South Africa. Phew… what a list… what a monster session. Across the episode we explore where OOH is heading now: smarter creative, better data, creative mapping, AI, sustainable infrastructure, mobile media, and the enduring power of a brilliantly simple poster in the right place. There are stories behind work for Google Maps, RNLI’s Float To Live, Nike Running and the NYC Marathon, Selleys, Jolt, Out There, Ad Free Zones, IFS.ai and Tractor Media’s school-powering billboards. It’s a fast-moving global tour of the medium we love: from Australia to Dubai, South Africa to North America, and back to the streets of London. Along the way, our guests pick their favourite billboards, share what excites them about the future, and remind us that when out-of-home is at its best, it’s public, useful, unmissable and impossible to ignore. In true Behind the Billboard style, there are a few rabbit holes, plenty of billboard nerdery, and a healthy amount of love for the people pushing the medium forward. Thanks to WOO for having us, to all our brilliant guests for giving up their time in the middle of congress chaos, and to everyone who still believes the humble billboard has plenty of magic left in it. Thanks again to our usual suspects and supporters, and for this one especially the team @worldoohorg and to Neil @superoptimalooh for being our production assistant for the day! Link in bio to listen in! by @getbehindthebillboard
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a month ago
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OOH That’s Nice Strongbow created over 50 poster executions, popping up at the same time in different parts of the UK, each one speaking the language of its area. It’s designed to feel super local even though it’s all united. Jono Holt, the founder and CEO of @Otherwaystudio, says, ‘Strongbow is the drink of the many, not the few.’ Grey Goose and the Not So Dry Martini is perfectly timed to end the British summer! LOL... after a week of sunshine, featuring a rain-laden Martini glass in Zoe Saldano’s hands. It’s topical and fun, especially with the storms that followed our one sunny week in London! Levis: the World Cup winning OOH Ad, that’s not even an Ad. FIFA: ‘Levi’s, you’ll need to remove your branding from Levi’s Stadium during the tournament.’ Levi’s: ‘No problem.’ Michelob Ultra Away from soccerball USA, this weekend, the New York Knicks won the NBA Championship for the first time in over 50 years—and I’m pretty sure the city is still partying. This beer brand teamed up with @fcbnewyork to celebrate the New York Knicks’ win with a cross-generational Times Square billboard and an inspiring spot ‘for the ages’. The campaign included extra spots across the city, on taxi tops, LinkNYC kiosks and MSG boards. Ginsters brings light-hearted fun to pastry lovers this National Sausage Roll Day, with real-life Gregs declaring their love for Ginsters iconic Sausage Roll. Leading the charge is Ginsters brand mascot Merryn, who cheekily put together a very special tasting panel—a group of people all legally named Greg. @mobilemediaooh Digi-vans are on hand with @the7stars_media @tbwalondon PaddyPower A giant foam finger. A World Cup. And a very @paddypowerofficial way of stirring up football rivalries. The bookmaker has unveiled a cheeky OOH stunt that turns tournament banter into a giant public spectacle as fans get ready for the World Cup. Created by @bbhlondon, it’s classic Paddy Power mischief. Ooh that's nice is sponsored by @view2fill who also supplied some of the lovely photos. Look out for more from them in the weeks ahead. #PowerfulPosters @bauermediaoutdooruk by @getbehindthebillboard
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a month ago
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