Garmin Nederland turns a billboard into a climbing experience with ‘Play Harder’

What happens when a billboard stops being just an advertising surface and becomes part of the adventure? Garmin Nederland’s ‘Play Harder’ OOH execution answers that with two climbers scaling a billboard for real, thus turning the brand’s message into a real-world experience.

That’s what makes the campaign stand out. For its literal take on the brand message. Instead of showing adventure, it made adventure the centrepiece of the advertisement. It brilliantly merged real-world action with the creative use of outdoor media which has made the message more tangible.

It shows that such OOH campaigns don’t just tell people what a brand stands for, rather create an experience around it, which is difficult to forget.