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JCDecaux /  #WeKeepGoing

We keep rallying, smiling, believing, and fighting for a better day. all across america, we keep going.

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KEEPGOING_CASESTUDY

JCDecaux is the world’s largest OOH advertising company, known for its creative and innovative OOH media. As the COVID-19 pandemic began, we saw a surge of business closures, local, and global lockdowns. With this sudden lack of movement and a shortage of OOH advertising opportunities, JCDecaux had to decide how to proceed with a mass of unused billboards. Instead of the traditional B2B approach, JCDecaux and FRED & FARID followed the exceptional nature of this year with an exceptional idea.

At the height of COVID-induced lockdowns, many people needed encouragement and support in any form possible. To unite local communities and recreate the feeling of kinship lost through our isolation, the campaign transformed unused billboards into inspiring messages of resilience in the four leading cities in the U.S. — Chicago, Los Angeles, New York City, and Boston. Over 150 posters were created with a variety of uplifting messages tailored to each city, and over 500 billboards were posted with these messages of resilience. The result was 40 million impressions, international media coverage, and an unforgettable, unifying moment.

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150+ Posters   •  40M impressions   •  500+ Billboards  •  
150+ Posters   •  40M impressions   •  500+ Billboards  •  
150+ Posters   •  40M impressions   •  500+ Billboards  •  
150+ Posters   •  40M impressions   •  500+ Billboards  •  
150+ Posters   •  40M impressions   •  500+ Billboards  •