"It's hard not to notice a visible shift in out of home advertising at the moment: brands are embracing simplicity with bold visuals, leaning into extreme zooms or tight product crops, and letting clever, concise copy take centre stage. So-called "old media" is making a comeback, and there seems to be more to gawk at on the streets than there has been for years."
"Wieden+Kennedy, for example, was confident enough to drop the logo placement in a recent minimal Heinz campaign, highlighting the brand's slogan - " It Has to Be" - instead. Adam&EveDDB cleverly struck out copy altogether in its campaign for Dreamies Cats Will Do Anything, pushing the billboard format beyond the frame with 3D printed, life-sized cats climbing over a simple studio shot of Dreamies packaging."
"Although these streetside spectacles are making an impression, the minimalist poster designs driving this OOH resurgence "aren't anything new", says Mark Shanley, executive creative director at London ad agency Adam&EveDDB. "They're actually a return to what posters should be. One simple thought, clearly articulated by great art direction." Posters of the 60s and 80s marked the creative surge for minimal copy and imagery, an era that's now widely consi"
Out-of-home advertising is shifting toward minimalism, with brands using bold visuals, extreme zooms, and tight product crops to capture attention. Copy is becoming concise or disappearing entirely, allowing art direction and imagery to convey messages. Billboards and traditional formats are being used more frequently and more creatively, including three-dimensional elements and sensory activations. Campaigns now leverage recognition of iconic brands through slogans or color and scent instead of logos. The approach mirrors poster design principles from the 1960s and 1980s, emphasizing a single clear idea articulated through strong visual direction.
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