The 6 Creative Rules That Actually Work in OOH

OOH creative is not shrunk-down TV or blown-up Instagram. It is a medium with its own rules. Break them and you waste 90% of the media budget. Follow them and OOH becomes the most efficient brand-builder you have.

/ The rules

• One idea. Not one campaign — one idea per panel.
• Six words or fewer. Drivers read at 40mph.
• Massive brand block. Logo at 20% of the panel minimum.
• High contrast. Never grey on grey.
• One image. Never a collage.
• A colour you own. Own orange, own red, own black.

We art-direct every OOH campaign to these rules. See how we work on the approach page.