At GET REAL! WITH JCDECAUX during Cannes Lions 2025, “Amplifying Excitement: Harnessing Outdoor Advertising in Event Marketing”, explored how today’s most ambitious brands are using Out-of-Home advertising to fuel energy, awareness, and action around major cultural moments.
OOH as a Launchpad
for Bold Brand Platforms
Megan Mitchell, Global Creative Director at United Airlines, opened the discussion by spotlighting the airline’s brand transformation under the “Good Leads the Way” platform. Since launching in 2022, United has rebuilt its entire visual identity to be more legible, flexible, and modern across all placements, including OOH.
Megan MitchellIt’s not just about brand awareness anymore—it’s about relevance in the right moment, in the right place.”
United Airlines
Brittany Clauss, the airline’s Lead Marketing Strategist, shared how United built a contextual, minimal-copy creative system that adapts to any environment from local sports arenas to national stage moments like the World Cup or Olympics. United’s OOH activations often integrate with live sports broadcasts, ensuring the messaging doesn’t just reach fans on the ground but on screens around the world.
Brittany ClaussIf we’re in a stadium, we want that ad to show up on TV too. That’s how you stretch a single moment into something much bigger.
United Airlines
Punchy, Reactive, and Proactive:
OOH Done Right
Clauss gave examples of United’s reactive approach to OOH, including fast-turn creative following Juju Watkins’ injury and real-time messaging tied to major game moments. The brand also takes a proactive approach, locking in space around high-visibility events and tailoring copy and creative to resonate locally.
In one example, United outmaneuvered a competitor by buying out space in Denver’s Skyline Park, branding beer gardens and ice rinks in a way that made it feel like they owned the city’s winter festivities.
Brittany ClaussWe’re not afraid to be a little punchy. That’s how you break through.
United Airlines
Ro and Charles Barkley:
Changing Perception Through OOH
Will Flaherty, SVP of Growth at Ro, shared how the healthcare platform partnered with Charles Barkley to launch a weight-loss awareness campaign during the NBA Playoffs. Featuring real patients and bold, assertive messaging, the campaign used OOH placements in NYC to destigmatize medication-based treatment options and reframe the conversation around health.
Even when facing criticism, Ro doubled down on its mission.
Will FlahertyWe’re in the business of behavior change. OOH helps us put that message where it can’t be ignored.
Ro
Measurement
with Meaning
Both United and Ro stressed that measurement must evolve alongside creative. United now uses a combination of marketing mix modeling, video effectiveness, and local testing to assess both short- and long-term impact. Ro focuses on a blend of direct response, sentiment analysis, and qualitative research to track how its message is received—especially when challenging societal narratives.
Inspiration
from the Field
Panelists also shared standout OOH campaigns from other brands. Canva’s contextual ads at Cannes, Netflix’s cheeky “Tinder dump truck” activation, and StreetEasy’s hyper-local targeting were all cited as examples of how creativity and context drive recall and relevance. Anna Bager of the Out of Home Advertising Association of America also praised Mars’ campaign about pet obesity as a clever way to mix purpose with placement.
Key Takeaways
The session underscored how Out-of-Home remains a powerful and adaptable medium for brands looking to connect meaningfully with audiences in high-impact moments. United Airlines showed how OOH can scale from airport terminals to stadium screens, while maintaining a consistent brand voice that feels timely and local. Ro illustrated how bold messaging, when paired with influential figures and real-world visibility, can challenge perceptions and spark social dialogue.
Both brands emphasized the value of speed both in planning ahead for high-profile moments and reacting quickly to the unexpected. Above all, measurement strategies are maturing, with marketers moving past vanity metrics and toward meaningful insights that capture impact across brand lift, behavior, and reputation. OOH is no longer just a canvas for exposure; it’s a tool for strategic storytelling.
Will FlahertyWe want to build that trust...it can happen much more rapidly when you use great tools like out of homes in a strategic way.
Ro