The Ordinary launches a bold street campaign in Williamsburg, blending skincare and urban culture to promote SPF use.
A Strategic Location Across from The Refinery
Placing a billboard is never just about the traffic—it’s about the type of audience. With its proximity to The Refinery29 headquarters, The Ordinary’s location speaks to an audience deeply engaged in fashion, beauty, and lifestyle trends. Williamsburg itself is a magnet for creatives, influencers, and trendsetters, making it the ideal setting to launch a campaign that feels both curated and spontaneous. This choice transforms the ad from passive media into a cultural statement
Less is More: A Message That Speaks Volumes
Known for its science-first formulas and no-frills branding, The Ordinary applies the same minimalist logic to its outdoor execution. The billboard avoids overwhelming visuals or flashy language. Instead, it delivers a sleek, educational nudge to passersby—reminding them that sun protection is essential, even in urban environments. By stripping the message down to its core, the campaign cuts through the visual noise of the city and sticks in the mind.
Organic Impact with Urban Relevance
Outdoor campaigns thrive when they mirror the energy of their environment. Rather than shouting for attention, this one blends into Williamsburg’s aesthetic of authenticity and cool. The simplicity of the design makes it feel less like an ad and more like part of the streetscape. It’s a subtle reinforcement of The Ordinary’s brand values, turning every stroll down the block into a brand touchpoint that feels natural and unforced.
Sun-Smart Marketing That Sticks
While digital ads fight for split-second impressions, this static billboard delivers consistent visibility—day and night, rain or shine. And it does so with substance. By focusing on SPF, the campaign aligns with rising public awareness around skincare safety and sustainability. It isn’t just a product push—it’s public service meets lifestyle branding, all within a single visual execution.
A Future-Ready Approach to OOH Advertising
At BM Outdoor, we believe the future of outdoor media lies in purposeful placement and creative restraint. The Ordinary’s Williamsburg takeover demonstrates how targeted location, strategic simplicity, and cultural alignment can result in a high-return campaign. It’s a masterclass in how brands can own the street without shouting—and still drive engagement that resonates across digital and physical channels.
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