London’s everyday street rhythm was disrupted by an extraordinary out-of-home activation celebrating the 50th anniversary of Pink Floyd’s iconic album Wish You Were Here. Developed by DIABOLICAL in partnership with media agency The7Stars, the campaign transformed a familiar urban setting into a live recreation of one of the most recognizable album covers in music history.
Rather than relying on a traditional billboard, the installation physically brought the artwork to life — creating a moment that blended nostalgia, spectacle, and immersive storytelling in public space.
Bringing an iconic album cover into real life
The installation reimagined the famous cover image depicting two men shaking hands, with one figure engulfed in flames. The London execution faithfully recreated the original composition, positioning the characters within a real-world environment that mirrored the scale, posture, and visual tension of the original artwork.
Dynamic lighting effects simulated the burning figure in a vivid and realistic way, especially after sunset, transforming the scene into a cinematic moment that instantly captured attention and recognition from passersby and fans alike.
A cultural milestone amplified through OOH
The campaign launched on December 12 to align with the album’s 50th anniversary. Wish You Were Here, Pink Floyd’s ninth studio album, was originally released on September 12, 1975, and remains one of the band’s most celebrated and influential records.
By translating this milestone into a physical installation rather than a purely digital or print tribute, the activation transformed a moment of music history into a shared public experience that resonated across generations.
A dramatic takeover in a high-visibility location
DIABOLICAL partnered with The7Stars to deliver a bold 96-sheet creative takeover positioned near Westminster Bridge — one of London’s most prominent and heavily trafficked corridors. The scale and placement ensured maximum visibility throughout the day and into the evening.
According to BUILDHOLLYWOOD, the creative partner involved in the execution, the installation was designed to burst into flames as night falls, cutting through the darkness with a strikingly realistic visual moment that elevated the impact of the piece beyond static outdoor formats.
When OOH becomes live storytelling
What sets this activation apart is its ability to transform a static cultural reference into a living, immersive experience. Instead of simply displaying artwork, the campaign turned the city into a stage where people could encounter the album in real time and physical scale.
The installation generated organic attention, social sharing, and emotional engagement — demonstrating how experiential OOH can create deeper cultural relevance and memorability than conventional media placements.
Why this activation resonates with audiences
The execution succeeds because it leverages immediate recognition, emotional nostalgia, and visual surprise — three elements that perform powerfully in public environments. The simplicity of recreating a universally known image allowed the idea to land instantly without explanation.
More broadly, the project highlights how outdoor advertising can move beyond messaging into cultural storytelling, transforming everyday spaces into moments of shared wonder and collective memory.
FAQs about this campaign
What is the Pink Floyd ‘Wish You Were Here’ OOH about?
It’s a London out-of-home installation that recreates the iconic album cover scene in real life, including the signature figure on fire.
Who developed the activation?
The work was developed by DIABOLICAL in partnership with media agency The7Stars, with BUILDHOLLYWOOD involved in the execution.
Where did the installation run?
The takeover was placed in a high-visibility London location near Westminster Bridge, using a large-format 96-sheet placement.
Why does the campaign stand out?
Because it transforms a legendary piece of cultural artwork into a physical, night-reactive experience, creating instant recognition and shareable spectacle.
What can brands learn from this execution?
That cultural moments paired with bold, experiential OOH can deliver high memorability, organic reach, and emotional impact beyond standard billboard messaging.
Craft emotive OOH that resonates
Explore high-visibility print and OOH formats that elevate brand values and recall.
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