Case Study — Out-of-Home
Screens That Speak to the Street.
An interactive DOOH campaign that turned digital screens into playful city companions — reacting to the time of day through witty messages and humorous animal expressions.
- Client
- Seagulls Outdoor
- Service
- Creative Concept / Art Direction / DOOH Campaign
- Year
- 2025
Overview
Overview
Seagulls set out to reimagine the role of digital outdoor screens in the city.
Instead of delivering static promotional content, the idea was to make the screens feel alive — speaking to passersby throughout the day with messages shaped by timing, mood, and context.
Rolled out across Amman and Airport Road, the campaign used playful animal characters and expressive visual storytelling to create a more memorable and human connection with the audience.
The Challenge
How do you make people feel that an outdoor screen is speaking to them, not at them?
Insight
Relevance creates attention.
The Idea
Use time-based messages and humorous animal reactions to give screens personality throughout the day.
Impact
A citywide campaign that made digital outdoor media feel more alive, more human, and more engaging.
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