Wall’s uses groundbreaking AR OOH in new campaign

Wall’s ice cream has transformed two large-format out-of-home screens in both London and Manchester into augmented reality (AR) ‘WinDOOHs’ as part of a new campaign.

Devised in partnership with media agencies Mindshare, GroupM OOH and DOOH.com, the campaign utilises the innovative WinDOOH technology to bring to life some of the brand’s most famous products such as Twister and Cornetto.

Unlike previous AR out-of-home experiences, WinDOOH doesn’t require the use of a phone to activate it, instead relying on cameras integrated into the screens to blend high-end visual effects, graphics, and animations with real-world video feeds.

“Wall’s has been delivering ‘A Taste of Happiness since 1922’ and we are thrilled to launch this world-first activation that brings the magic of ice cream and the playfulness of Wall’s to life in such an interactive and engaging way,” Unilever UK Wall’s marketing manager, Louise Morley said.

“The WinDOOH technology is the perfect canvas for us to hero ‘Wallie’ and showcase our new Wall’s Masterbrand campaign, creating memorable experiences that extend beyond traditional advertising. Out of Home is a key focus for us now and in the future, and this campaign exemplifies our commitment to innovation and creativity in this space.”

The brand’s billboards will form part of a wider campaign running across TV, digital, social media, podcasts, radio, and in-store activations. Media planning and strategy was handled by Mindshare.

Mindshare UK head of strategy, Mark Baschnonga added: This innovative campaign utilises Out of Home advertising in a new way. This ground-breaking campaign is the first-ever to use AR motion on a large format out of home poster.

“It takes the character, Wallie the Freezer from the TV ad and brings him playfully crashing into the real world via the innovative WinDOOH format. This campaign challenges traditional formats to ensure people stop and smile with something more surprising and impactful. It is a great example of how creative and media can work together to bring to life a comms strategy.”