A bold lesson in OOH creativity, execution & engagement
This summer, London’s Shoreditch has become host to one of the most daring OOH stunts to date: McCain’s new “Vibes” campaign—a gravity-defying 3D mural executed by Global Street Art in partnership with adam&eveDDB, Grand Visual, and PHD.
What Makes It Stand Out
A hybrid build: Giant 3D crisp chips burst 20 ft from the wall—a sculptural twist on traditional mural painting. As Global Street Art put it:
“Suspending giant crisp chip thingies 20 ft in the air? No problem!… part mural, part sculpture, part explosion… don’t they just look good enough to eat?”
- Handcrafted authenticity: Each chip is hand-painted by mural artisans—gravity-defying yet human, tactility that contrasts with today’s over-digitised media.
Brand alignment: The sculptural crisps align seamlessly with McCain’s new “Vibes” product line—eye-catching, playful, and instantly shareable.
Why It’s a High Impact OOH Win
Unmissable visual magnetism
The scale and unexpected 3D element create a “wow” factor that stops traffic—both physically and on social media.Experiential engagement
More than a billboard, it engages passersby on multiple sensory levels—shape, shadow, texture.Shareability defined
Breaking conventional OOH formats, the stunt naturally encourages photos, hashtags, and conversations—driving earned visibility.
Key Takeaways for OOH Practitioners
Reimagine the canvas: Merging flat murals with sculptural builds elevates attention from “seen” to “experienced.”
Craft = connection: The handcrafted touch makes it feel less like advertising and more like art.
Brand storytelling through environment: When design, form and messaging align, ads transcend the space—they become destination landmarks.
Think 360° OOH: Physical installations plus organic social engagement equals a high-performance, cross-channel campaign.
McCain’s Shoreditch “Vibes” activation is a masterclass in bold creativity, tactile execution, and strategic branding. It proves that in today’s cluttered media landscape, OOH can still surprise—and enchant.
For OOH practitioners, the lesson is clear: don’t just display—construct, mesmerize, and occupy.
