Quick Answer
Pringles’ “Pass the Pringles” campaign transforms the simple act of sharing into a large-scale OOH spectacle across 14 European markets, blending cultural context.
We Said the OOH Would Be Good. It Is.
Earlier this week, we talked about the “Pass the Pringles” campaign rolling out across Europe—and predicted the OOH would deliver.
It did.
Created by AMV BBDO, the campaign takes a simple but powerful insight: Pringles aren’t just eaten—they’re passed. Sharing isn’t secondary to the product experience; it’s central to it. It’s a near-automatic ritual. You pop the tube, take one, and instinctively hand it over.
That behavioral truth becomes the creative engine.
Turning a Gesture Into a Visual System
Across 14 European markets, Pringles deployed hundreds of OOH and DOOH placements that dramatize the passing motion at monumental scale.
Massive building facades show oversized hands—astronauts, gamers, aliens, corporate executives—extending the iconic Pringles tube toward someone just out of frame. The crop is deliberate. The gesture is frozen mid-action. The viewer mentally completes the exchange.
The result? Movement in stillness.
Football Context, Cultural Relevance
The campaign smartly integrates localized football references, with copy such as: “One pass that won’t be sent to VAR.” It’s a line that instantly lands during match season—especially in football-obsessed markets.
Even more strategic are placements near iconic stadium locations like Wembley Stadium, embedding the brand into the emotional geography of the sport.
This isn’t generic global creative pasted everywhere. It’s modular, contextual, and culturally tuned.
Minimalism That Travels
Visually, the identity is bold and restrained. Strong color blocking. Clean compositions. The unmistakable Pringles tube as hero. No clutter. No over-explaining.
From a distance—across a highway, above a transit hub, or dominating a skyline—the brand is instantly recognizable.
Massive building facades show oversized hands—astronauts, gamers, aliens, corporate executives—extending the iconic Pringles tube toward someone just out of frame. The crop is deliberate. The gesture is frozen mid-action. The viewer mentally completes the exchange.
That’s what makes it powerful OOH.
It doesn’t try to shout louder.
It simply scales a human gesture until it becomes unmissable.
Sharing, turned into spectacle.
Summary
Created by AMV BBDO, the campaign uses giant facades, contextual football copy and iconic locations to turn a universal snacking ritual into a visually striking European-wide activation.
Sources
FAQs
What is the main idea behind “Pass the Pringles”?
That sharing Pringles is an automatic ritual—central to the product experience.
Who created the campaign?
AMV BBDO developed the creative concept and rollout.
Where is the campaign running?
Across 14 European markets, using large-scale OOH and DOOH placements.
Why integrate football references?
Football provides cultural immediacy and emotional relevance, especially during major match periods.
What makes the OOH execution effective?
Minimalist design, strong brand recognition at distance, and contextual placement near high-traffic cultural landmarks.
FAQs about this campaign
What is the main idea behind “Pass the Pringles”?
That sharing Pringles is an automatic ritual—central to the product experience.
Who created the campaign?
AMV BBDO developed the creative concept and rollout.
Where is the campaign running?
Across 14 European markets, using large-scale OOH and DOOH placements.
Why integrate football references?
Football provides cultural immediacy and emotional relevance, especially during major match periods.
What makes the OOH execution effective?
Minimalist design, strong brand recognition at distance, and contextual placement near high-traffic cultural landmarks.
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