Following a first edition dedicated to Pizza Hut, Let’s GOOH! is back with a new creative challenge. This time, an iconic brand meets an equally iconic format: BIC and the legendary 36 m² More O’Ferrall billboard.
How can we encourage more bold ideas, innovation, and creativity in Out-of-Home advertising? Driven by this ambition, Philippe Blondé, a passionate media specialist, along with Bauer Media Outdoor and Media Marketing, launched Let’s GOOH!: an initiative encouraging creatives to harness the unique possibilities of OOH to design campaigns that couldn't exist anywhere else.
The concept is simple: a major brand, an iconic media format, and maximum creative freedom. Participants design their campaign around the specific characteristics of the medium and its environment. Best of all, the winning idea won't remain just a concept; it gets the opportunity to come to life in the public space.
BIC: The next playground
For its second challenge, Let’s GOOH! is thinking big.
Following Pizza Hut, BIC is now inviting creatives to design an OOH campaign around its iconic M10, the famous retractable ballpoint pen.
And not just on any platform: Bauer Media Outdoor’s large-format 36 m² More O’Ferrall billboard, located along Boulevard Général Jacques in Brussels.
A pen everyone knows, 36 m² of creative canvas, and a single instruction: let the ideas flow.
Participants have until August 26 to submit their entry. The winning idea will then be produced and displayed life-size on this iconic billboard.
Pizza Hut: A first winning concept soon hits the street
The inaugural edition of Let’s GOOH! already demonstrated the full potential of the challenge with Pizza Hut, centered around a 2 m² format located in the iconic Antwerp-Central station.
Among the submissions, “The Pizza Hut Seats”—created by Bruno Hansen and Catherine Hermans from Serviceplan Group Belux—won over the jury.
The concept turns a simple waiting area into a brand experience: Pizza Hut–inspired seating is integrated directly into the display structure to create an installation that is functional, inviting, and instantly recognizable.
It’s an idea tailored to its environment, taking advantage of the medium far beyond a traditional display function. The winning concept will be brought to life at Antwerp-Central station in the coming weeks.
{{image-grid}}
When the medium becomes part of the idea
That is precisely the goal of Let’s GOOH!: to turn OOH media into a genuine playground for creative expression.
A 2 m² display in a train station, a 36 m² large-format billboard in the city centre... every medium comes with its own characteristics, environment, and audience interactions. These constraints can become powerful creative catalysts.
Through Let’s GOOH!, Bauer Media Outdoor, Philippe Blondé, and Media Marketing aim to inspire this way of thinking, giving creative talent the opportunity to experiment, surprise, and above all, see their ideas transition from concept to the streets.
The next idea to come to life? It could be yours.
👉 The BIC challenge is open until August 26. Check out the full briefing here.
No items found.
No items found.