Overview
CAMPAIGN // OOH
Brief
Grolsch needed an OOH presence at Heathrow that felt built for the airport, not just placed in it. As part of a larger campaign spanning digital and CTV, I led copy, design, layout, and execution for the full OOH package: two large-format print billboards, a stairs-and-escalator banner, and two lightbox placements positioned so the copy played directly off its surroundings. Every line leaned into the location itself, plays on words built for travellers moving through the space, not past it.
Info
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Client
Grolsch/The Corner
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Industry
Alcohol & Beverage
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Scope
OOH Campaign
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Role
ACD, Strategy + Design
OOH
Summary
OOH That Earned Its Spot in the Terminal
The campaign was well received, with only minor copy and graphic revisions through the review process, a good sign the work landed on strategy the first time. Set inside a terminal already saturated with advertising, the OOH held its own by speaking directly to the people walking past it instead of shouting over them.
It also had to work as part of something bigger. The billboards, escalator banner, and lightboxes were built to sit alongside the wider digital and CTV components without feeling like a separate track, same tone, same sense of place, executed for a format that only exists inside an airport.
* Some of these designs are client concepts only, and may or may not have been included in final production.