FOOH Advertising: The Power of Realistic Ads

The first FOOH ad was developed by the founder of Origiful Studio Ian Padgham. Ian specializes in creating visual effects that trick the viewer’s perception. Firstly, the goal is to attract audience attention to a brand. Secondly, to boost its awareness by sparking debates about the realism of CGI.

Under Padgham’s leadership, FOOH advertising campaigns were created for Jacquemus, Maybelline, Gucci, and Château de Cérons. The most notable project was a video for the film Valley of the Gods. It gained over 55 million views on social media, proving FOOH advertising’s marketing value. However, before incorporating this solution into your campaigns, it’s essential to understand what it entails.

What is FOOH advertising?

FOOH (Fake Out-of-Home) advertising uses CGI graphics to simulate real-world ad placements. It grabs consumers’ attention and sparks discussions. So brands have started integrating this tool into their advertising campaigns.

FOOH advertising can be classified into two types:

Digital is designed for viewing on social media. It integrates visual effects into real environments, creating a lifelike presence. It delivers an instant “wow” effect. But its impact may be limited. Why? The audiences have become accustomed to CGI content in digital spaces.
Corner screens and LED cubes are created to fully immerse consumers in a new reality. They are usually used for outdoor advertising in cities and exhibitions. As a rule, they capture audience attention and enhancing audience engagement.

FOOH Advertising: the example of Lemon Perfect — A still from the Lemon Perfect Ad

Pros and Cons of FOOH Advertising:

Hyperrealism. Advertising on corner screens and LED cubes creates a strong sense of presence. Viewers experience a deep feeling of reality, large-scale illusion, and grandeur. Such emotions help build brand loyalty, elevate its status, and foster trust. However, advertisers may mislead audiences by making CGI products seem more realistic than they are.
Creative Freedom. Brands can explore environments, animations, and effects beyond traditional outdoor ads. Any product can be presented in a unique and charismatic way. However, this creative freedom may be limited by how audiences perceive and interpret the visuals.
Increased Engagement and Brand Interaction. Virtual and augmented reality technologies enhance immersion, making content more engaging, emotional, and effective. However, implementation can be challenging due to technical complexities and high costs. It may not always align with a campaign’s goals.
The ‘WOW’ Effect. FOOH advertising has become a trending solution in the digital space. Nevertheless, overused or repetitive content can lead to audience fatigue and loss of interest. Achieving the desired outcome, therefore, requires not just the solution itself but also a strategic and innovative approach.

How Can AR/VR Technologies Enhance FOOH Advertising?

The use of AR/VR in FOOH advertising unlocks new opportunities for brands to attract audiences and create memorable marketing campaigns. These technologies go beyond traditional advertising by introducing interactive and immersive effects.

AR in FOOH Advertising

Augmented reality (AR) primarily enhances entertainment and interactivity, allowing users to engage with advertising elements via smartphones or other devices, incorporating dynamic 3D effects.

Applications of AR:

Virtual Try-Ons — This solution allows you to “try on” clothing, shoes, or accessories in real-time. Let’s take Nike as an example. The brand developed an AR banner that lets consumers virtually try on sneakers.
Interactive Billboards — Such ads come to life when buyers point their phone cameras at them.
Gamification — The process of boosting engagement by integrating gaming mechanics. Disney is a great example of how to incorporate AR characters on billboards and thus create a more immersive customer experience.

VR in FOOH Advertising

Virtual reality (VR) enables users to fully immerse themselves in advertising content through VR headsets. Unlike AR, enhancing the real world, VR creates an entirely digital environment where users can interact with a brand.

Applications of VR:

Branded Experiences — In 2016, Coca-Cola created a VR zone in a shopping mall, allowing cosumers to immerse themselves in the brand’s festive holiday atmosphere.
Product Interaction — Users can test products in a realistic virtual environment, enhancing their experience.
Training & Education — VR simulators for surgeons, for example, offer hands-on practice in performing surgeries, helping them refine their skills in a digital simulation.

How to Create FOOH Ads That Stand Out?

Social media is flooded with content featuring striking visual effects and appealing designs, but not all of it is truly effective. So, what does it take to capture the audience’s attention?

Key Components of ‘WOW’ FOOH Ads

A Strong Idea. Not every creative concept “takes off.” It’s crucial to invest time in developing a concept that combines originality with current trends and CGI capabilities. A successful idea should not only grab attention but also evoke emotions.
High-Quality Physics and Scene Geometry. Properly selected angles, animation, object interactions, and spatial positioning create a visual illusion that immerses viewers into the world of FOOH advertising.
A Team of Professionals. FOOH ads require highly skilled experts who can seamlessly blend artistic vision with technical expertise. Understanding the specifics of LED screens, corner displays, and their impact on visual perception is essential to making ads look as realistic and convincing as possible.

Top FOOH Campaigns Across the Globe

Our CGI team has gathered several viral videos across various industries—from beauty to film—to showcase how FOOH advertising can create realistic and engaging content.

Jacquemus

As part of the campaign to promote the Bambino bags, Jacquemus transformed the streets of Paris into dynamic showcases, turning the bags themselves into an unusual mode of transportation. Giant handbags appeared to glide through the city, creating the illusion that they truly existed in the real world. The CGI effects masterfully captured the sunny Parisian atmosphere and highlighted the uniqueness of the collection.

OPPO Reno12

OPPO launched the Reno12 with stunning CGI advertising in Barcelona, Singapore, Dubai, Rome, and London, emphasizing its liquid silver design. In Singapore, streams of “liquid metal” poured from the HSBC Rain Vortex, engulfing a passing train before transforming into the Reno12. In Rome, a coin tossed into the Trevi Fountain turned the water into shimmering silver, while the statue of Oceanus morphed into a futuristic smartphone.

Nike Air Max

To celebrate Nike Air Max Day in Tokyo, the brand unveiled a breathtaking 3D billboard ad. The display featured a Nike shoebox bursting open, releasing various Air Max models that floated around, showcasing their intricate details and vibrant colors. The final touch? A cat’s paw from Shinjuku playfully pulled the box back in. Once again, Nike proved that Air Max is a legend in motion.

Marvel

To promote the movie Spider-Man 2, Marvel created an exciting FOOH advertisement in Paris. A huge truck with the movie banner was tangled in a web and suspended under the Arc de Triomphe. The crowd gathered around, creating an incredibly realistic effect.

JD Sports

JD Sports caused a stir in London by “dressing” Big Ben in a stylish yellow-and-black puffer jacket. As part of their new campaign, the retailer released a CGI ad featuring the iconic British landmark rocking the coveted North Face quilted jacket. The spectacle was so realistic that many viewers were left wondering — is this fake or real?

Havaianas

Brazilian brand Havaianas made a bold statement in Paris. A building on the street was covered in foliage, from which a white flip-flop unexpectedly “popped out.” The striking CGI advertisement instantly transported viewers to the beach, evoking a sense of summer and carefree relaxation.

Harness the Power of FOOH Advertising with Acquisition.mobi

The Acquisition.mobi team is ready to turn your advertising campaigns into an exciting visual spectacle that gets audience attention and boosts engagement. We create innovative Fake Out-of-Home (FOOH) solutions that blur the lines between the digital and real worlds.