The infusion of CGI, VFX and 3D Animations into OOH campaigns has introduced a heightened sense of reality, breathing life into brand messaging. These visually captivating and seemingly realistic executions have garnered significant social sharing and discussions, amplifying brand awareness and generating buzz.

Yet, as the boundaries between reality and virtuality blur, questions arise regarding consumer perceptions. When viewers discover that what they saw was CGI and not real, how does it affect their perception of the brand? Will it lead to disillusionment and a negative impact on brand credibility, or will the hype surrounding these innovative campaigns overshadow any concerns about false messaging?

The potential for consumer reactions to CGI-based OOH campaigns is multi-faceted. Some consumers might feel fascinated by the artistry and creativity involved, appreciating the immersive experience provided by these campaigns. However, others might express disappointment or skepticism upon realizing that the spectacular visuals were digitally created rather than authentic.

Navigating this territory requires a delicate balance between creativity and transparency. According to Mel Arrow in her article titled Fake OOH ads have the power to amaze but we must proceed with caution, she reminded us that  “…The established rules of advertising pivot on truthfulness. And it’s important for our industry to stay on the right side of consumer trust. The world is full of fake news, an economy-smashing referendum was won on advertising lies, and our profession ranks just above politics in terms of trust. And while in the case of fake out-of-home, it’s the medium not the message that’s the deception, I still think we need to tread carefully.”
From the foregoing, Brands must consider how the use of CGI aligns with their messaging and brand ethos while ensuring transparency and honesty in their communication with consumers. Striking this balance can not only preserve brand credibility but also enhance it by showcasing the brand’s innovative and artistic approach to storytelling.