Creative Campaigns, Bold Installations & Expert Podcasts
OOH Today Weekend Update
This edition of Weekend Update highlights Tim Bleakley’s MOCA movement, a rallying cry to bring creativity back to outdoor advertising. We also spotlight a striking, immersive billboard campaign for the Final Destination film series, turning heads in Los Angeles. Don’t miss the “Beyond the Billboard” podcast hosted by industry veterans Kirsty Carlson and Livia Brown, offering deep insights into OOH strategy and innovation. Stay ahead with the freshest news and colorful commentary from the forefront of OOH and your faithful correspondent, B.B.
1. ‘Make Outdoor Creative Again’
Tim Bleakley introduces the MOCA (Make Outdoor Creative Again) movement, aiming to re-center creativity in the Out of Home (OOH) advertising industry. Speaking at the 2025 OAAA conference in Boston, Bleakley emphasized that advertising’s current challenges stem from an overreliance on data and automation, leading to a disconnect with the public. He argues that OOH advertising possesses a unique “superpower”—its ability to blend digital and physical experiences, offering context-rich placements that foster meaningful consumer engagement.
To launch the MOCA initiative, Bleakley invited an OAAA delegate to collaborate with Ocean Labs on a personalized ad campaign in London, symbolizing a commitment to creative excellence. He concluded by urging industry professionals to “bang the creative drum again and again,” reinforcing that creativity is essential to the vitality of the advertising industry.
B.B.’s Take: . Look, I think it’s nice that we continue to discuss the importance of creativity in OOH, but at no juncture in my 45 years in the business has excellent Creative ever been out of favor, nor has it been placed anything but the highest significance, as Creative is the most essential element to OOH. A few newbies and self-proclaimed experts occasionally turn up touting the value of location as the most critical element, but we all know that it is second. So I applaud Tim Bleakley’s MOCA ‘movement’ and thank you for the hat, but ‘No’, ‘re-centering’? This is not an issue.
2. Billboard Install Gone Wrong and Deadly
This striking out-of-home (OOH) advertising campaign by Midnight Oil for the latest installment of the Final Destination film series features billboard installations in Los Angeles that simulate catastrophic accidents, aligning with the franchise’s theme of unexpected fatalities.
These installations at Barham & Cahuenga and Sunset & Highland incorporate realistic elements such as paintbrushes, ropes, clothing, construction equipment, and full-body mannequins to create the illusion of deadly mishaps. These billboards’ dramatic and lifelike nature has garnered significant attention on social media, effectively generating buzz for the film.
B.B.’s Take: Mannequins on billboards. I just wanted to give you a heads-up that’ll get your attention. Now, can we swing them back and forth slightly? Ok, I am holding back mannequins on billboards, which have been around for about 45 years or longer. We did several back in the day in Grand Rapids, circa Gannett Outdoor. I recall someone shot them with a bow and arrow.
3. ‘Beyond the Billboard’ —OOH Podcast
“Beyond the Billboard” is a podcast that delves into Out-of-Home (OOH) advertising, offering insightful discussions with industry experts. Hosted by Kirsty Carlson and Livia Brown, both seasoned professionals with over 12 years of experience in OOH advertising, the podcast aims to educate and inspire listeners by exploring various facets of the OOH landscape.
Over 36 episodes have been released, featuring discussions on topics such as creative strategies, media planning, and the evolving role of OOH in the marketing mix. For those interested in gaining a deeper understanding of the OOH advertising industry, “Beyond the Billboard” offers valuable perspectives and expert insights.
B.B.’s Take: Give these OOH champions a listen. We need more OOH Podcasts. Particularly, a podcast created by seasoned OOH professionals with more than 10 days in the business. ‘Beyond the Billboard’
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