From clever minimalist ideas to full-scale engineering feats, this year delivered some of the Best Billboards, Best 3D OOH, and Best Special Build OOH we’ve seen yet. Here’s a roundup of standout campaigns pushing the boundaries of outdoor creativity.
Selleys: Liquid Nails Billboard
Selleys Liquid Nails proved it deserved a place among the Best Special Build Billboards with a daring, interactive stunt. Using their famously tough adhesive, they glued heavy objects including a kayak, an arcade machine and a 2.8m marlin, directly to a giant outdoor display.
They invited the public: “If you can take it, it’s yours.” Spoiler: no one could. The billboard went viral worldwide, turning a simple product demo into one of the year’s Best Special Build OOH case studies and a powerful display of sticking strength.
Nike: Chicago Marathon
Nike delivered some of the Best Billboards of the year during the Chicago Marathon with bright red motivational OOH placements across the course.
With mantras like “Future you is bragging about this now” and “Shut up brain”, Nike reinforced their signature emotional connection with runners while organically integrating into the city landscape. A reminder that sometimes the best billboards are simple, authentic and perfectly timed.
Canva: Larger-Than-Life Billboard
Canva UK brought one of the most playful Best 3D OOH concepts to life at Waterloo Station. Using oversized versions of Canva’s tools, giant cursors, blown-up logos, drag-and-drop icons, the brand recreated its digital interface as a physical billboard. The result was a fun, immersive celebration of creativity, perfectly positioning Canva as accessible, collaborative and design-driven.
British Skin Foundation: Burnable Billboard
The British Skin Foundation delivered one of the year’s most impactful Best Billboards through a digital OOH series showing a real-time timelapse of UV skin damage.
Using AI-generated frames and dermatologist-backed modelling, the billboard visualised how skin deteriorates under prolonged sun exposure, right in the street environment where the message matters most. A compelling blend of creativity, technology and purpose-led storytelling.
Audi: Wimbledon Billboard
Audi’s Wimbledon campaign was a masterclass in minimalist design, and easily one of the Best Billboards this season. Transforming its iconic four rings into four tennis balls with the line “Advantage Audi”, the brand created a smart, subtle and beautifully contextual placement across stations leading to the tournament. Proof that when timing and context align, small ideas hit big.
Depop: “Depopamine”
Depop’s “Depopamine” rollout became a standout across UK OOH for its simple yet powerful emotional approach.Macro shots of goosebumps, eye reactions and tiny details of clothing captured the rush of “finding the one” on Depop. Captioned “Found it on Depop”, the campaign showed how minimal visuals and micro-emotions can deliver maximum impact. A top contender for the Best Billboards list thanks to its clarity, craft and cultural relevance.
Counter Service: Sandwich Shop
Counter Service delivered one of this year’s most unexpectedly viral Best Billboards by barely trying. A giant, simple “SANDWICHES” sign on NYC’s 14th Street, placed right next to a Five Guys, ignited social media thanks to its bold simplicity and clever positioning. No gimmicks, no 3D build, just confident branding that turned a storefront into a conversation starter.
TD Bank Group: Fractional Window Shopping
TD Bank and Ogilvy created a striking example of the Best Special Build OOH with cut-out panels revealing fragments of iconic brand logos behind opaque green displays. The concept, tied to the idea of “Own a Piece of It”, visualised fractional investing by literally showing only a “piece” of each brand. The campaign delivered measurable impact including a 78% uplift in positive brand perception making it one of the most effective OOH/finance crossovers of the year.
Wrapping Up: A Standout Year for Special Build & 3D OOH
These campaigns really show just how flexible and impactful outdoor work can be. Whether it’s big engineering builds or simple, clever ideas, this year’s Best Special Build Billboards, Best 3D OOH, and standout Best Billboards prove how brands can turn everyday public spaces into moments of creativity, culture and genuine connection.
