A groundbreaking digital out-of-home (DOOH) campaign is sizzling across the UK literally.
Real-Time DOOH Shows Sunburn Progression as UV Rises
Powered by Ocean Outdoor’s live data feed technology, "The Burnable Billboard" updates every second to reflect the local UV index on high-footfall displays across London, Manchester, and Southampton. This precision makes it one of the most personalized DOOH campaigns ever launched, echoing the rising demand for creative outdoor formats and dynamic billboard advertising rates that justify real-time impact.
From Healthy Skin to Blistered Warnings All AI Generated
This isn’t just another ad—it’s a visual journey. Developed in collaboration with The Gardening.club, dermatologists, and AI experts, each frame starts with healthy skin and gradually morphs into burnt, blistered skin as UV levels increase. The dramatic transformation reminds us why sun protection isn’t optional—even in cloudy climates.
AI and Dermatology Combine to Educate and Shock
AI technologist Tomas Roope and his team used images of real skin to simulate sun damage at various exposure levels. The AI-generated visuals—trained using dermatologist-approved keyframes—don’t just inform, they shock. It’s an evolution in DOOH that raises the bar for billboard advertising prices by proving how much value a screen can deliver when paired with data and science.
QR Codes Turn Curiosity into Actionable Advice
Every screen features a scannable QR code that links directly to the British Skin Foundation's website, offering tips on how to avoid UV damage. It’s a clever way of converting interest into action, something modern advertising companies near me are striving to do across both digital and billboard campaigns.
A Multi-City Campaign Designed for Maximum Impact
Timed specifically for days with high UV forecasts, the campaign hit Westfield Stratford City in London, The Totem in Southampton, and The Loop screens in Manchester. This geographic targeting not only amplified relevance but also leveraged billboard advertising rates efficiently across key urban centers.
Charity, Creativity, and Competition Merge for a Cause
Winning bronze at Ocean Outdoor’s Digital Creative Competition, the campaign is a testament to how billboard advertising can go beyond promotion to spark real conversation. As Jennifer Bell from Ocean notes, the time-based storytelling and scientific credibility give the campaign long-lasting value in the eyes of both the public and DOOH strategists.
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