Bauer Media Outdoor lightens the back-to-school rush with Collect & Go

Back to school: that pivotal moment when children dream of their new classrooms while parents exhaust themselves juggling weekly meal plans and extracurricular activities. It is precisely at the heart of this daily bustle that Urban Media, the creative unit of Bauer Media Outdoor, and its partners wanted to offer a visual breather for Collect & Go's campaign, "More time to keep playing? Have your groceries delivered with Collect & Go."

A (re)creative break in the middle of the station

To make the home delivery message stand out in the uninterrupted flow of commuters, Urban Media and the Collect & Go teams—along with their in-house advertising agency Marketing Communication Services, Universal Media, and Omnicom Media—stepped away from traditional formats in favour of a high-impact, tailor-made setup: pairing a dynamic single-sided LED cube with a hopscotch floor sticker.

By linking the LED screen with the hopscotch drawing on the ground, the artwork creates a 3D optical illusion that immediately captures travellers’ attention. The message then becomes clear: delegate the grocery chore to finally enjoy what matters, whether it's sharing one last game with your kids or listening to the story of their first day.

Through this execution, the conventions of traditional out-of-home advertising are shaken up. By leveraging the immersive potential of Digital Out-Of-Home (DOOH) combined with the environment of Brussels-South and Brussels-Central stations, the team transforms an advertising space into a captivating visual playground.

"With this Collect & Go campaign, our goal was to break the routine of daily commutes with an original way to engage parents and offer them the break they so desperately need," emphasizes Diederick Dekeyzer, Media Planner at Colruyt Group.

The activation takes place in two phases: from August 31 to September 6 at Brussels-South station and from September 7 to 13 at Brussels-Central station and is the result of close collaboration between Colruyt Group Media Services, Collect & Go, their in-house advertising agency Marketing Communication Services, Universal Media, Omnicom Media (PHD), and Urban Media (Bauer Media Outdoor).