In 2023, social media saw a proliferation of CGI-based outdoor advertisements, referred to as 'faux OOH' or 'FOOH'. This innovative approach utilizes Computer-Generated Imagery (CGI) to merge real video footage with 3D elements, crafting outdoor advertisements that are both visually stunning and strikingly realistic.
By integrating CGI into outdoor advertising, brands can perfectly meet these needs. This method simplifies complex ideas into easily understandable visual formats and strategically places virtual elements in public spaces, naturally fostering public engagement.
Take, for example, a Maybelline advertising campaign that featured a subway train with eyelashes.
A successful marketing campaign hinges on innovative content creation and effective information dissemination. The allure of these 'almost real' advertisements not only sparks curiosity but also transforms the ads into focal points for discussion and sharing, making them more than just transient moments of attention but lasting topics of conversation. Such engagement facilitated the secondary spread and amplification of the message, demonstrating the power of creative advertising to capture and extend public interest.
Best Practices for CGI in FOOH Marketing
FOOH marketing captivates audiences by leveraging realistic visuals, surreal effects, and unconventional shapes that starkly contrast with everyday reality, all while maintaining brand consistency.
1. Realistic Visuals: During Pride Month, artist Ian Padgham created a video featuring a rainbow encircling the Arc de Triomphe, enhanced by realistic details like nails and brackets at the junctions.
The meticulous post-production process—blending lighting, shadows, reflections, and physical space with actual footage—requires extensive fine-tuning. This attention to detail not only enhances interactivity but also blurs the lines between reality and CGI, sparking vigorous discussions.
2. Integration with Real Environments: The iconic glass pyramid of the Louvre opens to release balloons, creating an enchanting and beautiful scene. This unexpected transformation integrates seamlessly with the real environment, enhancing the magical effect.
3. Consistency and Branding: In a dramatic Bershka advertisement, a gigantic shoe falls from the sky and lands in the middle of the road, only to be shattered into actual-size sneakers by a bus. These innovative virtual ads eliminate the need for physical installation, allowing creation through digital compositing and expanding creative boundaries while maintaining brand identity.
Challenges and Considerations
Although creating eye-catching visual advertisements seems like an ideal way to communicate, there are inherent limitations.This strategy of briefly engaging consumers with discussion topics holds a strong first-mover advantage.
Additionally, when advertisements overly rely on visual elements, viewers may feel misled, gradually eroding the brand's credibility.
Here are some often overlooked but crucial strategies：
- Broadening Creative Horizons: Encourage creativity that extends beyond conventional formulas to ignite imagination and provoke thoughts like "What if this were real?" For example, after Maybelline's innovative 'eyelash train' ad, public curiosity about whether such a train could exist exemplified the power of creative engagement.
- Managing Controversial Reactions: The dual nature of social media can magnify both positive and negative reactions. Brands need to have robust strategies in place to address potential controversies, determining when and how to unveil the reality behind their campaigns.
- Aligning Content with Brand Identity: Instead of superficial changes, ads should integrate virtual and real elements that resonate closely with the brand's identity.
The Big Ben dressed in a North Face jacket for winter — a campaign that not only fit the seasonal theme but also highlighted the product's warmth through architectural personification, successfully communicating the brand's core values.
The Future of CGI in FOOH Marketing
While CGI technology has been a staple in film and advertising, its recent surge in social media marketing indicates a growing interest in innovative media engagement. Marshall McLuhan once said, "The medium is the message." With each new medium, human perception and understanding of the world are expanded, creating new types of social interactions. The application of CGI in social media follows this trend, and over time, it is believed that it will evolve into a distinct narrative form rather than just a virtual visual device.
We observe the influence of this "new" medium, but will its effectiveness stand the test of time? We anticipate with bated breath, knowing that success may dwindle as initial excitement fades. Nevertheless, in that moment, new possibilities will inevitably emerge.
