Kaninlandet Comes to Life with a Bold 3D OOH Campaign in Sweden

What happened

In Gothenburg, Sweden, outdoor advertising took a playful leap with the launch of Kaninlandet – the world of the Rabbits, a vibrant 3D Out of Home (OOH) campaign created for Liseberg amusement park.
In partnership with JCDecaux Sweden, the campaign transformed everyday city streets into an immersive preview of the park’s most family-friendly universe.

Why this 3D OOH campaign worked

This campaign succeeds because it understands how people interact with outdoor advertising today. Instead of relying solely on messaging, it focused on experience and proximity.

The 3D format immediately captured attention, standing out in the urban landscape and encouraging organic engagement — from second looks to photos shared on social media. By visually extending the amusement park into the city, Liseberg removed the psychological distance between everyday life and weekend fun.

OOH takeaways for brands and marketers

Kaninlandet is a strong example of how experiential outdoor advertising can drive long-term brand relevance, not just short-term visits.

Key lessons include:

• 3D OOH increases stopping power in cluttered urban environments.

• Location matters: placing ads near communities reinforces immediacy.

• Character-driven storytelling works exceptionally well for family-focused brands.

• Outdoor advertising can act as a bridge between physical spaces and emotional connection.