An album launch worthy of the most romantic man in music
Atlantic Records came to Breaking Ads to launch Bruno Mars' album 'The Romantic' in a way that matched the record's feel — extravagant, warm, unapologetically over the top. This was not a campaign that could live on screens alone. The brief was to create a moment in London that fans would talk about, share, and remember.
The ask: OOH at scale, creative production, and a physical activation that earned its own organic reach. Everything had to feel consistent — from the digital billboard at the roadside to the flowers handed to a stranger on the street.
A branded Cadillac, 1,000 bouquets, and 700 screens.
We built the campaign in two layers. The first was media scale: over 700 digital screens placed nationwide across shopping malls, roadsides, convenience stores and more — keeping the album front of mind in the environments fans move through every day.
The second was the London activation. A branded red Cadillac moved through the city accompanied by over 1,000 bouquets of flowers, handed out to the public. The visual — the car, the flowers, the album artwork — was built to be photographed. Every interaction created content. The organic reach extended the paid campaign footprint significantly.
Both layers ran the same creative. The consistency between the digital billboard on the A406 and the Cadillac rolling through Soho was deliberate — every touchpoint reinforced the same image and the same feeling.
nationwide
across London
through central London
20 million impressions. And a city that felt it.
The campaign delivered over 20 million total impressions across the paid digital and OOH placements. The London activation generated organic social content that extended that reach further — fan footage of the Cadillac and flower distribution circulated widely on the day.
It is what happens when media buying, creative production and physical activation are managed by one team with one brief. Nothing gets lost between disciplines. The moment lands exactly as it was designed to.