Billboards are bold, memorable and an effective way for brands to build awareness. When done well, they can entertain, educate, and serve as powerful canvases for creative, out-of-the-box advertising.
In no particular order, here are three of the best billboards we’ve seen recently:
Rare Beauty – sniffable billboards (2025)
In celebration of their new fragrance, Rare Eau de Parfum, Rare Beauty partnered with MilkMoney, to launch an interactive out-of-home campaign. Billboards appeared in New York’s Soho, Chelsea, and Manhattan neighbourhoods, inviting passersby to simply scratch and sniff the board for a hint of the new fragrance.
Each billboard featured a QR code, encouraging consumers to scan and order a sample. This transformed a traditionally awareness-driven format into an engaging, interactive experience. It created noise, as fans quickly shared photos across Instagram and TikTok, amplifying awareness of the product.
This campaign particularly resonated with me, as it tapped into feelings of nostalgia. It reminded me of growing up and smelling countless pages in magazines, peeling and revealing different scents.
GymShark – shoplifting billboard (2024)
In 2024, Gymshark and BUILDHOLLYWOOD disrupted traditional advertising with a billboard that encouraged customers to “shoplift” garments attached to the board. Once the pieces were taken, the billboard revealed a message: “Shop lift-ing essentials – up to 60% off everything.”
Playful, simple and clever, this campaign grabbed attention and sparked conversation. I imagine many people took an item home and shared the story with family and friends, creating buzz beyond the billboard. It created a sense of FOMO, which likely drove people to take part in the sale. Captivating the public with an unconventional approach, the stunt not only promoted Gymshark’s sale but also positioned the brand front of mind.
Surreal – Sales team billboard (2024)
Taking interactive billboards to the next level, Surreal, partnering with BUILDHOLLYWOOD, literally placed their sales team on a billboard with megaphones. The copy read, “Our high-protein cereals are now at Sainsbury’s. Here’s our sales team to tell you about it.”
This stunt was designed to grab the attention of passersby and spark curiosity about the brand. More than just a quirky idea, it was a strategic move that embodied Surreal’s playful and witty tone, making the ad impossible to ignore.
By turning a billboard into a live spectacle, Surreal showed how humour and authenticity can create shareable moments. This campaign generated significant online buzz – showing that engineering traditional advertising for social sharing can increase awareness and memorability.
These campaigns demonstrate how out-of-the box creative thinking can transform traditional advertising into an interactive experience that stays with the consumer. They also show how interactivity fuels shareability. Turning out-of-home advertising into viral moments that extend far beyond the billboard itself.