In the ever-evolving realm of out-of-home advertising, a new wave of creativity is breaking through with the advent of “FOOH,” a term coined for faux out-of-home campaigns driven by CGI. Spearheaded by digital designers like Ian Padgham, this trend is reshaping how brands captivate audiences, unshackling them from the constraints of reality, budgetary limits, and traditional resource boundaries.

The thrill surrounding FOOH stems from its potential to redefine advertising, offering marketers an unprecedented opportunity to surprise and delight. From Maybelline’s viral tube train adorned with colossal eyelashes to British Airways’ tactical Glastonbury poster, these campaigns blur the lines between fiction and reality, generating buzz and reshaping the boundaries of what is possible in advertising.

However, as we revel in the limitless possibilities of FOOH, a note of caution emerges. The success of these campaigns often relies on temporarily deceiving consumers, prompting ethical considerations about the implications of misleading the audience. Unlike CGI in entertainment, where the contract between viewer and creator is rooted in entertainment, advertising’s foundation lies in truthfulness.

Consumer trust, a fragile asset in the realm of advertising, becomes a central concern. This prompts brands to find a delicate balance between imaginative storytelling and transparency, ensuring that the audience is not left feeling deceived in an era dominated by fake news and advertising-driven political campaigns.

The moral aspect of FOOH also surfaces, as the borrowing of power from real out-of-home sites without genuine investment raises questions about authenticity. While media owners may find this trend daunting, brands must navigate the ethical implications carefully, pushing FOOH to imaginative extremes to create unmistakably entertaining branded fiction.

The dichotomy of fake versus real in the world of out-of-home advertising becomes a focal point of reflection. Should brands aim for authenticity, or is there merit in embracing the spectacularly fake? The decisive approach suggested is clear: either make it genuinely real or push the boundaries of imagination so far that authenticity becomes irrelevant.

In a landscape dominated by FOOH, the defining factor for success lies in angles. Real campaigns, with multiple perspectives and a life of their own, spread organically through social media and conversations. The power of authenticity, or the lack thereof, shapes the brand-building potential of these campaigns.

As the industry grapples with the allure of FOOH, the key takeaway is to tread cautiously, be transparent, and either make it authentically real or spectacularly fake. Anything in between risks diluting the impact and eroding the trust that underpins the advertiser-consumer relationship in this uncharted territory of imaginative advertising.