Is there such a thing as an original (OOH) idea?

<p>What links <a href="https://www.campaignlive.co.uk/article/mcdonalds-%E2%80%9Ciconic-needs-no-explanation%E2%80%9D-leo-burnett/1911243" rel="noopener noreferrer" target="_blank">McDonald's "Iconic needs no explanation"</a> by Leo Burnett, KFC's gravy take over of the BFI and <a href="https://www.campaignlive.co.uk/article/kelloggs-%E2%80%9Csee-morning%E2%80%9D-leo-burnett-uk/1904219" rel="noopener noreferrer" target="_blank">Kellogg's "See you in the morning"</a> also by Leo Burnett? These three ads are the latest in a line of out-of-home posters that zoom in on products, alter or remove logos and have minimal text. <a href="https://www.campaignlive.co.uk/article/pick-week-tescos-gamified-billboard-shows-trust-brand-its-audience/1894156" rel="noopener noreferrer" target="_blank">Tesco</a>, <a href="https://www.campaignlive.co.uk/article/heinz-campaign-homes-perfect-food-pairings-twist-it-be-line/1904190" rel="noopener noreferrer" target="_blank">Heinz</a> and <a href="https://www.campaignlive.co.uk/article/b-q-ad-uses-macro-shots-show-diy-drama/1911319" rel="noopener noreferrer" target="_blank">B&Q</a> have also created similar ads.</p><br><p>While this might be a trend, it certainly isn't new. A <a href="https://www.campaignlive.co.uk/article/best-ads-50-years-silk-cut-showed-paul-ardens-genius/1496678" rel="noopener noreferrer" target="_blank">1990 Silk Cut ad "Slash"</a> by Saatchi & Saatchi also had a similar minimalist style and more recently in 2023, Barbie released an entirely pink billboard with only "July 21" in the corner to promote the release of the film.</p><br><p>Campaign's editorial team discuss if original ideas still exist in outdoor ads and if all the good ideas have been taken. Hosted by tech editor Lucy Shelley, this episode features editor Maisie McCabe, creativity and culture editor Alessandra Scotto di Santolo and deputy creativity and culture editor Charlotte Rawlings.</p><br><p>Further reading:</p><p><a href="https://www.campaignlive.co.uk/article/art-out-of-home-copywriting-threat/1912928" rel="noopener noreferrer" target="_blank">Is the art of out-of-home copywriting under threat?</a></p><p><a href="https://www.campaignlive.co.uk/article/playing-logo-nothing-new-signal-return-intelligent-advertising/1909407" rel="noopener noreferrer" target="_blank">Playing with the logo is nothing new; but it might signal a return to intelligent advertising</a></p><p><a href="https://www.campaignlive.co.uk/article/distinctive-brand-asset-room/1826987" rel="noopener noreferrer" target="_blank">The distinctive asset in the room</a></p> <hr><p style='color:grey; font-size:0.75em;'> Hosted on Acast. See <a style='color:grey;' target='_blank' rel='noopener noreferrer' href='https://acast.com/privacy'>acast.com/privacy</a> for more information.</p>