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5 of the best billboard ideas from the Chip Shops, for brands including Guinness and Nike

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By Amy Houston | Reporter

April 11, 2022 | 5 min read

The Drum’s Chip Shop Awards is renowned for celebrating pure, unadulterated creativity. It champions the uncommissioned work that has started important conversations, pushed boundaries or even caused a bit of controversy.

Ahead of the entry deadline, The Drum will be sharing some inspiration from awards of the past. Today we’re looking at billboards, which have long been a canvas for some of the most brilliant advertising campaigns.

Here are five of the best out-of-home (OOH) ideas from last year.

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Guinness: Stay At Home by Luke O’Reilly / @redballoonluke

And we must stress that some clients have not endorsed these ideas.

Guinness: Stay At Home by Luke O’Reilly

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Back in March 2020, the world was on the brink of lockdown and people were being encouraged not to go out and socialize. The Staying Inn and One Minute Briefs devised a social media competition to get people’s creative juices flowing and encourage the nation to reduce the spread of Covid-19.

With this in mind, freelance copywriter Luke O’Reilly cleverly devised this mock-up OOH ad for Guinness that took the negative-space outline of a pint glass and topped it up with a cream-colored couch.

Reception to the campaign was overwhelmingly positive, and it was even shared by the Irish stout maker itself.

Heinz: Draw Ketchup by Rethink

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When you think about ketchup, what brand comes to mind? Exactly – it’s probably Heinz. Understanding its cultural relevance, the Kraft-owned brand conducted a social experiment with participants from 18 different countries, anonymously asking them to simply ‘draw ketchup.’

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The quality of the drawings ranged, but it created a fantastic user-generated campaign that worked perfectly in an OOH setting.

Philips: Lighting The Way by Asim Rai

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Good creative ideas catch your attention, but brilliant ones make you think. This bright idea from 2021 used solar-powered ad shells that exhibit the power of Philips’s energy-efficient lightbulbs, while also making poorly-lit pedestrian areas safer.

Coca-Cola: Spread The Love by Rockstar

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If you shine a light through a glass the refraction splits it into many different colors, similar to the LGBTQ+ spectrum. Coca-Cola celebrated Pride with an elegant execution using the Coke Ribbon in this OOH campaign.

Nike: The Freshest AF1 Sneaker by Miami Ad School, Berlin

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In a forward-thinking idea, the Miami Ad School, Berlin created a progressive OOH campaign for Nike that allows its customer to purify the air with a sneaker painted with Graphene Lime paint – a paint that catches carbon emissions and purifies the surrounding air.

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