Carolina Herrera has partnered with Global, the Media & Entertainment group, to launch the first large-scale 3D outdoor campaign across London, creating a striking and immersive presence for the debut of the brand’s joyful new fragrance, La Bomba. This unprecedented initiative brings the fragrance’s storytelling to life through a multi-format OOH execution that blends innovation, scale, and artistic expression.

3D butterflies take over more than 150 digital screens

One of the campaign’s most eye-catching elements features 3D butterflies emerging from the sculptural bottle of La Bomba. These dynamic visuals appeared to burst out of the frames of over 150 digital screens across the Transport for London (TfL) network. The effect not only captured attention but also demonstrated how 3D DOOH can elevate a fragrance launch into a full sensory experience.

The creative execution amplified the playful identity of La Bomba, transforming everyday commuter spaces into vibrant moments of surprise and brand recognition.

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A tailored approach for every OOH format

Beyond the main digital screens, the campaign included bespoke creative developed for the connected escalator screens known as Ribbons. These elongated displays offered a continuous visual flow, extending the narrative of La Bomba through high-traffic vertical spaces.

The takeover also reached one of London’s most iconic transport hubs: Oxford Circus. Here, La Bomba dominated all platform posters, transforming the station into a complete brand environment and reinforcing the scale and ambition of the launch.

A landmark moment for the brand

Laura Zambon, Senior Digital Campaign & Media Manager at Carolina Herrera, highlighted the significance of the initiative:

“At Carolina Herrera, creativity sits at the core of our strategy and any of our campaigns. The launch of La Bomba marks a landmark moment for the brand and we could not think of a better way to kick off the campaign than bringing its storytelling to life through this historical outdoor campaign in partnership with Global. A memorable initiative driving reach, affinity, and impact across London.”

Pushing the boundaries of outdoor creativity

According to Anto Chioccarelli, Global’s Creative Director for Outdoor, the team is always seeking ways to expand what is possible in the medium:

“The outdoor teams here at Global are always looking for ways to push the boundaries of what advertising can do, so we love it when we get to work with creatives with the same ambition, like the brilliant team at Carolina Herrera. The result is a beautiful, showstopping campaign that captures the attention of people travelling across London and launches the La Bomba brand in a way that no other media can.”

Innovation that reaches millions across London

Chris Reader, Head of Commercial Media at TfL, emphasized the power of innovative executions within the transport network:

“It’s great to see our advertising space used in such a unique way, showing how innovative advertisers can be on our estate to create impactful campaigns that reach the millions of people that travel across our network.”

A new standard for luxury OOH campaigns

Carolina Herrera’s 3D launch of La Bomba sets a new benchmark for how luxury brands can blend art, technology, and scale in Out-of-Home advertising. Through immersive visuals and a citywide presence, the campaign transforms a fragrance debut into a cultural moment that resonates far beyond traditional media placements.