Out-of-home (OOH) advertising has long been a captivating canvas for marketers to unleash their creative prowess, offering the promise of both short-term impact and long-term brand elevation

However, the key to unlocking the potential of OOH lies in crafting concepts that resonate and executions that dazzle. According to Kantar’s latest edition of ‘The Works,’ a comprehensive study measuring the effectiveness of advertising formats, two brands stood out as OOH trailblazers in October: Arla and Guinness

In a collaboration with Marketing Week and the Advertising Association‘s Trust Working Group, Kantar tapped into the opinions of 750 consumers to uncover insights and feedback on the top OOH ads during the period.

Arla’s Lactofree 3D Marvel

Arla’s Lactofree 3D installation took centre stage, and for good reason. This remarkable creation, featuring a Lactofree carton seemingly breaking free from the confines of the advertising hoarding, left a lasting impression. 

The ingenious 3D aspect gave viewers the illusion of dairy-free milk being poured, and many respondents in the Kantar survey hailed its “eye-catching” execution as the secret to its success. Unsurprisingly, this ad secured a spot in the top 6% of UK ads for its sheer intrigue.

Kantar’s head of creative excellence for the UK emphasised a fascinating trend: OOH ads now possess the power to spark discussions that transcend the billboard’s location, extending their reach and visibility. 

What’s more, Arla’s Lactofree OOH special build at Westfield, London, serves as a perfect example, with a remarkable 37% of respondents indicating that they would eagerly share this ad with others. The ad’s ability to command attention provided Arla with the ideal platform to convey brand and product messages effectively.

This installation’s distinctiveness is unmistakable, landing it comfortably in the top 15% of Kantar’s ranking. Moreover, the prominence of the brand name ensures that it ranks among the top 40% of UK ads in terms of branding

Crucially, for a brand navigating the competitive dairy-free market, Arla’s ad finds itself in the top 5% for its ability to convey the message that this milk is lactose-free. Furthermore, Kantar’s eye-tracking research revealed that viewers’ attention was primarily drawn to the 3D carton, followed by the brand logo and the words “easier to digest.”

Simplicity is Key

Kantar’s data underlines a fundamental truth: simplicity is the linchpin of successful advertising. People are not inclined to invest significant mental effort in deciphering ads. 

Additionally, the Link database from Kantar reinforces this notion, indicating that increasing the number of messages can dilute the overall impact. 

What’s more, respondents echoed this sentiment, lauding the Arla ad for its simplicity, ease of understanding, and clear communication of its lactose-free nature.

Guinness: A Thirst-Quenching Triumph

Guinness, while narrowly falling short of the top spot, showcased its creative prowess in the OOH realm. An image of a pint of Guinness ingeniously crafted from surfboards caught the eye, ranking among the top 4% for brand identification without the product. Overall branding also shines, positioning Guinness in the top 5% of Kantar-analysed ads.

Kantar’s head of creative excellence for the UK pointed out that Guinness’s OOH campaign illustrates that special builds aren’t the sole path to OOH success. 

The campaign, which cleverly positions Guinness as the ultimate thirst-quencher on hot days, effectively leverages the brand’s distinctive assets and tone of voice. It resonates with viewers as highly distinctive, clever, and humorous.

Consumer Engagement and Impact

In an era when advertising must capture hearts and minds in an instant, these OOH campaigns did not disappoint. Arla’s Lactofree 3D installation not only ranked in the top 6% for being interesting but also managed to create a buzz beyond its physical location. 

Impressively, and more importantly, it’s a testament to the power of OOH to ignite conversations and extend brand reach.

Also, Guinness, with its surfboard masterpiece, not only demonstrated creativity but also an innate understanding of its audience. Positioning the iconic stout as a thirst-quenching beverage on warm days struck a chord with viewers, and they found it highly distinctive and entertaining.


In the ever-evolving world of advertising, Arla and Guinness have demonstrated that OOH campaigns can be more than just static images on billboards. They can be immersive experiences that engage, entertain, and leave a lasting impact. 

Arla’s Lactofree 3D installation and Guinness’s innovative surfboard masterpiece have set new benchmarks for creativity and effectiveness in the OOH arena.

As brands strive to make their mark and connect with consumers, these two examples underscore the importance of simplicity, distinctiveness, and the ability to spark conversations. 

Furthemore, OOH advertising, when executed with finesse, transcends its physical location, capturing the imagination of passersby and driving brand messages home. With the right concept and execution, the world of out-of-home advertising remains a canvas where brands can truly shine, leaving an indelible mark on the hearts and minds of consumers.