Nestlé turns OOH into an interactive workout experience

Nestlé’s latest Out-of-Home activation for its Boost energy drink went beyond conventional posters to create a series of interactive street installations that invited people to engage physically with the brand’s core idea. Rather than displaying a static billboard, the campaign reimagined the very form of outdoor advertising to reflect the product’s promise of energy and movement.

At key public locations, the word “BOOST” was not simply printed on a board — it was constructed using actual gym equipment. Dumbbells formed the circular “O”s in the logo, while a mounted bicycle became part of the visual composition, directly referencing activity and exertion. Passersby were encouraged to touch, lift, and even pedal as part of the experience, effectively blurring the line between campaign messaging and real-world interaction.

This use of outdoor media does more than attract attention; it extends the product’s meaning into the physical world. Instead of simply telling commuters that Boost “gives energy,” the activation allowed them to feel the concept in a playful yet tangible way — turning the billboard into a moment of experiential connection.

By leveraging functional elements of fitness equipment as part of the creative, Nestlé shifted OOH from passive visibility to a participatory brand moment. It’s a reminder that when outdoor media is crafted around human behaviour and brand truth, impact goes beyond seeing to doing — and that’s where memorability and engagement truly take hold.