The SpongeBob Movie: Search for SquarePants brought a burst of color and character to Los Angeles with a playful OOH takeover led by New Tradition. Positioned above one of Westwood’s busiest intersections, the campaign transformed a standard billboard into a 3D cinematic moment — just in time for the film’s December 19th theatrical release.
Blending 3D extensions, street-level visibility, and holiday-themed messaging, the installation turned an everyday commute into an invitation to dive back into SpongeBob’s underwater world. Bright, bold, and built for social sharing, the billboard brought Bikini Bottom straight into the heart of Los Angeles.
A 3D billboard that jumps off the street
The hero execution features SpongeBob and Patrick popping out of the billboard frame, creating a dimensional illusion that immediately grabs drivers’ attention. With oversized props, sculptural edges, and bright character expressions, the design makes the duo feel as if they’re escaping into the real world.
The location — directly across from UCLA Extension and surrounded by heavy traffic — amplifies its effectiveness. Commuters encounter a fun, unexpected visual that breaks through the routine of the city and reintroduces the joy of SpongeBob just days before the premiere.
A seasonal message built for maximum reach
The holiday tagline — “’Tis the season for a yellow Christmas!” — plays into the film’s playful tone while connecting with seasonal foot and vehicle traffic. This simple creative choice boosts relevance and drives anticipation for the December 19 premiere.
With a nationwide marketing rollout underway, Los Angeles serves as a high-impact anchor market, ensuring the film stays top of mind among families, students, and entertainment audiences.
Storytelling brought to the street
Disney and Paramount’s OOH approach embraces the idea that movie marketing doesn’t just live on screens — it lives in culture. By placing SpongeBob and Patrick above a bustling intersection, the campaign inserts the film’s energy directly into the daily flow of the city.
Instead of merely promoting the movie, the billboard creates a playful, photogenic moment that fans want to capture, post, and share — extending the campaign far beyond its physical footprint.
Final thoughts
With its OOH-led strategy, The SpongeBob Movie shows how character-driven storytelling and dimensional creativity can turn a single billboard into a viral cultural touchpoint. The Westwood execution is bright, humorous, and perfectly aligned with the spirit of the franchise.
One thing is clear: SpongeBob isn’t just returning to theaters…
he’s taking over
FAQs about this campaign
What is the SpongeBob billboard campaign in Los Angeles about?
It’s a 3D billboard for The SpongeBob Movie: Search for SquarePants in Westwood, Los Angeles, featuring SpongeBob and Patrick bursting out of the frame to promote the film’s December 19 release.
Why does the SpongeBob OOH campaign stand out?
Because it uses dimensional extensions, bright colors, and holiday-themed messaging to create a playful, high-impact moment that feels more like a scene from the movie than a traditional ad.
Where is the SpongeBob billboard located?
The billboard is located in Westwood, Los Angeles, in a high-traffic zone near UCLA and surrounded by restaurants, retail, and constant vehicular and pedestrian flow.
How does OOH help promote The SpongeBob Movie?
OOH puts the characters directly into the urban environment, capturing attention at scale, generating organic social content, and building anticipation ahead of the movie’s premiere.
What can brands learn from the SpongeBob campaign?
That combining 3D builds, seasonal messaging, and strategic placement in high-traffic areas can turn a single billboard into a cultural touchpoint that amplifies both visibility and engagement.
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