Bird London

billboards by global
LAUNCH CAMPAIGN

ART DIRECTION

DESIGN

OOH

CAMPAIGN

← BACK TO WORK

billboards by global
LAUNCH CAMPAIGN

ART DIRECTION

DESIGN

OOH

CAMPAIGN

← BACK TO WORK

THE CHALLENGE

Large-format outdoor is the biggest canvas a brand can paint its ideas and identity on. Yet it's underused by the industry, despite being loved by clients and creative directors alike. To re-energise the medium, Global created billboards by global: a new brand to champion the format and remind the industry of everything that's great about large-format outdoor. Our job was to take that brand to the industry, nudging people to put their money where their mouth is when it comes to billboards.

THE STRATEGY

The boldest brands use billboards to showcase their assets. They distil everything down to its simplest essence. They make the audience do some of the work. No reformatted social posts. No packshot with a benefit statement. The best billboards are demonstrations of brand strength.

We took inspiration from that. No claims about billboards' effectiveness, public perception or creative power. Simply placing the brand within the world's most iconic advertising categories, and letting the audience do the rest.

CREATIVE

Three of the category executions were developed in CG. We didn't have the budget to paint and shoot a plane. Working with PICS, we created detailed models of both a car and a plane, treating the logo in each execution so it looked embedded within the scene: a chrome finish on the car, bold painted lettering on the plane.

We shot the travel and beauty executions for real. We built a beach in the studio, composited with stock photography to create depth (again, no budget for South Africa), while the beauty ad required little more than casting a male model, taking his top off and making him wet.

BEHIND THE SCENES

hello@birdlondon.co

Instagram

CONTACT US

PRIVACY POLICY

BIRD 2026

BACK TO TOP

hello@birdlondon.co

Instagram

CONTACT US

PRIVACY POLICY

BIRD 2026

BACK TO TOP

THE CHALLENGE

Large-format outdoor is the biggest canvas a brand can paint its ideas and identity on. Yet it's underused by the industry, despite being loved by clients and creative directors alike. To re-energise the medium, Global created billboards by global: a new brand to champion the format and remind the industry of everything that's great about large-format outdoor. Our job was to take that brand to the industry, nudging people to put their money where their mouth is when it comes to billboards.

THE STRATEGY

The boldest brands use billboards to showcase their assets. They distil everything down to its simplest essence. They make the audience do some of the work. No reformatted social posts. No packshot with a benefit statement. The best billboards are demonstrations of brand strength.

We took inspiration from that. No claims about billboards' effectiveness, public perception or creative power. Simply placing the brand within the world's most iconic advertising categories, and letting the audience do the rest.

CREATIVE

Three of the category executions were developed in CG. We didn't have the budget to paint and shoot a plane. Working with PICS, we created detailed models of both a car and a plane, treating the logo in each execution so it looked embedded within the scene: a chrome finish on the car, bold painted lettering on the plane.

We shot the travel and beauty executions for real. We built a beach in the studio, composited with stock photography to create depth (again, no budget for South Africa), while the beauty ad required little more than casting a male model, taking his top off and making him wet.

BEHIND THE SCENES

hello@birdlondon.co

Instagram

CONTACT US

PRIVACY POLICY

BIRD 2026

BACK TO TOP

hello@birdlondon.co

Instagram

CONTACT US

PRIVACY POLICY

BIRD 2026

BACK TO TOP

THE CHALLENGE

Large-format outdoor is the biggest canvas a brand can paint its ideas and identity on. Yet it's underused by the industry, despite being loved by clients and creative directors alike. To re-energise the medium, Global created billboards by global: a new brand to champion the format and remind the industry of everything that's great about large-format outdoor. Our job was to take that brand to the industry, nudging people to put their money where their mouth is when it comes to billboards.

THE STRATEGY

The boldest brands use billboards to showcase their assets. They distil everything down to its simplest essence. They make the audience do some of the work. No reformatted social posts. No packshot with a benefit statement. The best billboards are demonstrations of brand strength.

We took inspiration from that. No claims about billboards' effectiveness, public perception or creative power. Simply placing the brand within the world's most iconic advertising categories, and letting the audience do the rest.

CREATIVE

Three of the category executions were developed in CG. We didn't have the budget to paint and shoot a plane. Working with PICS, we created detailed models of both a car and a plane, treating the logo in each execution so it looked embedded within the scene: a chrome finish on the car, bold painted lettering on the plane.

We shot the travel and beauty executions for real. We built a beach in the studio, composited with stock photography to create depth (again, no budget for South Africa), while the beauty ad required little more than casting a male model, taking his top off and making him wet.