Waiting for public transportation is usually a neutral, almost invisible moment in everyday life. However, sunflower seed brand Y.E.S decided to turn that ordinary pause into an impossible-to-ignore experience by transforming a bus shelter into a gigantic sunflower seed.

When Cravings Become Visible

Developed in collaboration with JCDecaux Latvia, the campaign starts from a simple yet powerful insight: if you’re waiting for the bus, you probably have time… and you might also be hungry. Y.E.S leveraged that moment of pause to trigger an immediate craving, placing a monumental sunflower seed directly in front of passengers.

The visual impact is instant. The installation appears to pierce through the shelter panel, as if the seed had physically broken into the urban space — forcing passersby to stop and take notice.

When Street Furniture Becomes the Product

Rather than relying on a traditional advertisement, the campaign uses the street furniture itself as part of the creative concept. The bus shelter stops being merely a support structure and becomes the medium.

The intense yellow background, the contrast with the black seed, and the simulated “impact” effect create a three-dimensional illusion that breaks the visual routine of the surroundings and stands out even in open urban landscapes.

Context, Timing, and Relevance

The message works because it appears at exactly the right moment. Waiting for a bus is associated with idle time, and a snack fits naturally into that context. The campaign doesn’t interrupt — it accompanies.

This contextual logic turns creativity into an extension of real consumer behavior, reinforcing product relevance without the need for lengthy explanations.

OOH That Literally Stops People

One of the campaign’s biggest strengths is its ability to interrupt movement. As JCDecaux notes, the execution is so unexpected that it literally makes people stop.

In an environment where outdoor advertising constantly competes for seconds of attention, this activation proves that a single strong visual can outperform multiple layered messages.

A Lesson in Applied Creativity

The Y.E.S activation confirms that Out of Home remains an ideal platform for simple, clear, and well-executed ideas. There are no screens, animations, or complex technologies — just one visual idea pushed to its most effective extreme.

Turning a bus shelter into a giant sunflower seed not only drives memorability, but also demonstrates how OOH can integrate organically into daily life, transforming waiting time into a memorable experience.