OOH Advertising Soars: Growth and Key Brands

Innovating Outdoor Advertising for the 2024 Paris Olympics

BBC Creative, in collaboration with Nexus Studios, has launched a new out-of-home (OOH) initiative to promote the company's programming for the upcoming 2024 Paris Summer Olympics. The billboards spread across rail sites in the UK showcase romantic clichés within the context of Team GB and other Olympic athletes' dedication to their sports.

The Power of Visuals in Outdoor Advertising Campaigns

Colored in black and pink, these posters show that the love for the game is indeed "a love like no other." One poster reads "love takes your breath away," as gold medal winner Adam Peaty gasps for air while swimming. Another features USA gymnast Simone Biles caught mid-flip above her gymnastics horse, with the text stating "love is in the air."

The hallmark of an inspirational billboard design lies in its ability to captivate and leave a lasting impression on viewers. They leverage the power of large visuals and concise messaging to reach a wide audience, proving that even in today's digital age, physical advertising remains effective.

A Love Letter to Sports

The latest OOH collaboration between the brand and creative studio is part of a broader Olympic campaign introduced late last month. This initiative is marked by an animated short film directed by Fx Goby, featuring 36 athletes and 58 shots capturing their hearts and souls in action across different sports.

The aim is to show that beyond the trials and challenges these athletes face, lies the joy and fulfillment that come with excelling in their craft. The spot culminates with a kiss, showing viewers that this passion for sports is truly "a love like no other."

The Passion that Drives Olympians

Rasmus Smith Bech, executive creative director of BBC Creative, shares the idea behind the thought-provoking ads. "It’s a deep love for their sports that drives Olympians to achieve things that very few other humans on the planet have done before."

"I think this deserves to be celebrated with a beautiful campaign that I hope will transport audiences at home to the city of love," added Bech.

The Creativity Behind the Animated Design

Goby describes the process behind achieving the elegant final design, having spent "hundreds of hours, meticulously refining frame by frame" to preserve the essence of the original images. The director also explains that, unlike traditional 2D animations, the studio used light and shadow to suggest volume, "effectively recreating each illustration 25 times per second."

The spot was first aired on BBC One on June 29. Recently, Nexus Studios worked with South Western Railway to produce a short animated commercial featuring the company’s two beloved bird characters, Wesley Peck the Pigeon and Sandy C. Gull.