What makes OOH advertising impactful? | D&AD x Global Masterclass

“The reason I make the distinction between brand and product is because creatives get out of bed and go, ‘it’s OOH I’m going to make it amazing’, and actually the brief is ‘can you tell people about our interest rates’, which is not the same thing as moving people to tears”, says Nils Leonard, founder of Uncommon Creative Studio and D&AD’s 2024 Writing for Advertising Jury President. “It’s fine to do both, but if you start with the worst things, we call it ‘reverse parking’, and think ‘How do I make the best version of that’, you’re far more likely to make brilliant OOH advertising than if you start with trying to create something that’s beautiful.”

Watch this excerpt from D&AD and Global media group’s free Masterclass Creating Impact With Outdoor Advertising to learn more about how to create OOH campaigns that pack a punch.

D&AD and Global’s free on-demand Masterclass Creating Impact With Outdoor Advertising is dedicated to outdoor advertising and explores topics, such as objectives, understanding the landscape, how to add emotion, art direction and copy, and how to leverage location. Sign up here: https://campus.dandad.org/courses/out...

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