Charli XCX / Atlantic Records
BRAT Album Release
Album release day as a cultural moment
Atlantic Records asked Breaking Ads to activate the release of Charli XCX's BRAT album as a street-level cultural event. Its green, lo-fi identity was already building momentum online; the task was to translate it into physical space on release day.
The objective was reach and cultural presence. Release-day campaigns live or die on impression volume in a short window, so the buying had to be tight and the execution flawless.
High-impact digital on both sides of the Atlantic
We activated across four cities in one 24-hour window. High-impact screens ran on major pedestrian and transit routes in London, Manchester, Birmingham and premium Manhattan locations.
DigiVans carried the campaign through central London. Fixed screens and mobile formats created multiple touchpoints while the visual identity remained consistent across every surface and city.
THROUGH
14 million impressions in the first 24 hours
The visibility gave the album a physical presence that matched — and fed — its online momentum. Fan-generated content from DigiVans and billboard sightings extended reach beyond the paid footprint.
It demonstrated what OOH and DOOH can do for a release when speed, creative fidelity and multi-market execution are joined up.