Album release day as a cultural moment
Atlantic Records came to Breaking Ads to activate the release of Charli XCX's BRAT album as a street-level cultural event. The album's visual identity — that particular shade of green, the lo-fi typography — was already building momentum online. The task was to translate it into physical space on release day, across multiple cities, at speed.
The objective was reach and cultural presence, not dwell time. Release day campaigns live or die on impression volume in a short window. Every hour the creative is up, it generates content. Every DigiVan that passes a crowd is a potential post. The media buying had to be tight and the execution had to be flawless.
High-impact digital on both sides of the Atlantic
We activated across four cities in a single 24-hour window. In the UK — London, Manchester and Birmingham — high-impact digital OOH screens ran on major pedestrian and transit routes. In New York, the same creative ran on premium digital formats in high-footfall areas of Manhattan.
DigiVans carried the BRAT campaign imagery through central London, moving through areas where fans were most likely to encounter them and most likely to share what they saw. The combination of fixed large format screens and mobile DigiVans created multiple touchpoints across the day.
All formats ran the same core visual. No dilution. No localisation drift. The creative remained intact across every surface in every city — which is harder to achieve than it looks when you are buying across multiple markets simultaneously.
14 million impressions in the first 24 hours
The campaign generated over 14 million impressions on release day. The visibility across London, Manchester, Birmingham and New York gave the album a physical presence that matched its online momentum and fed it further — fan-generated content from the DigiVans and billboard sightings extended the reach beyond the paid media footprint.
It demonstrated what OOH and DOOH can do for music releases when the buying is sharp and the execution is joined up. Speed and creative fidelity, delivered simultaneously across four cities.