In London, skincare brand Noli brought viral internet phrases to the streets. On Mare Street, Hackney, the brand unveiled a handpainted mural featuring the copy “Retinol is my Roman Empire” — transforming a TikTok meme into a minimalist, culture-driven OOH piece that people recognize, photograph, and share.
Why is the Hackney wall culturally significant?
Mare Street acts as a stage rather than a mere media surface — an “iconic wall” managed by Global Street Art and reserved for select, high-visibility campaigns. Noli’s mural reaffirms OOH as a cultural surface where neighborhood, skin, and humor coexist.
How was the campaign executed?
The piece was handpainted by Global Street Art’s mural team and planned by WPP Media. Its concept is radically minimalist — no product benefits, no promises, only a phrase that trusts the audience’s cultural fluency.
Meme, language, and cultural affinity
The “Roman Empire” meme emerged online when users shared personal obsessions. Noli reinterprets it for skincare: retinol as that recurring thought in one’s nightly routine. The campaign assumes audiences already understand the cultural code — belonging to the joke means belonging to the community.
Extensions: Camden, Notting Hill, and more
The series continued across London with copy lines like “My girl math is wondering if two wrong serums might make a right one” (Camden Town), “If skincare routines were reality shows, I would be voted off the island”, and “If slugging is the answer, what was the question?” (Notting Hill). Same layout, same quiet humor — different corners of the city.
OOH as a content engine
This OOH piece works on a dual logic: it lives in the street and multiplies online. Rather than competing for attention on crowded feeds, it starts from a real wall and lets the public amplify it. Noli’s mural reinforces OOH’s evolution into cultural surfaces — not just advertising space.
Minimalism with heritage: from Absolut to Noli
Minimalism in outdoor advertising isn’t new — think Absolut, Shot on iPhone, or Glossier — but Noli reframes it through cultural affinity rather than universal appeal. If you get the reference, you’re already part of the audience. If not, you were never the target.
Altogether, Noli shows how urban OOH can amplify digital language through handpainted pieces, cultural locations, and copywriting minimalism that turns recognition into belonging. Less persuasion — more community.
FAQs about this campaign
What did Noli do in Hackney, London?
The skincare brand unveiled a handpainted OOH mural on Mare Street featuring the phrase “Retinol is my Roman Empire,” executed by Global Street Art and planned by WPP Media.
Why is this campaign relevant?
It translates TikTok cultural codes into outdoor media, relying on community understanding rather than product explanations.
Where else did the campaign appear?
Across London, in Camden Town, Notting Hill, and other boroughs, with copy lines referencing ‘girl math’ and ‘slugging.’
What OOH trend does it represent?
The rise of OOH as cultural surface — handpainted, high-visibility pieces in iconic urban spots amplified through social sharing.
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