u/Bm_Outdoor

What’s smart about this campaign from The Ordinary is how simple the idea is.

“Markup Marché” basically reframes skincare pricing like a grocery store experience, exposing how inflated certain beauty markups can feel.

And honestly, once you see it that way, it’s hard to unsee.

A lot of premium beauty products rely heavily on presentation: minimalist packaging, luxury aesthetics, elevated language.

This campaign strips that away and focuses attention on the actual pricing logic behind the category.

It doesn’t feel overly aggressive either.

More like the brand is inviting people to question something they probably already suspected.

That’s why it works.

It taps into growing consumer fatigue around products that feel more expensive because of branding than formulation.

Do you think consumers are becoming more skeptical of premium beauty pricing?

There’s something funny about this IKEA campaign in Sweden — the entire idea revolves around the FRAKTA bag, and honestly, most people recognize it immediately.

No product explanation needed.

No heavy branding either.

Just that giant blue bag that somehow became part of everyday life.

What I like about the campaign is that it doesn’t try too hard. It knows people already have memories attached to the bag: moving apartments, carrying random stuff, IKEA trips that somehow end with buying way more than planned.

It feels less like advertising and more like IKEA acknowledging a shared experience people already understand.

That’s probably why it works so well in OOH.

You see it for half a second and instantly get it.

Do you think certain products eventually become cultural symbols on their own without brands even needing to push them?

Creatively, this campaign from Canva is intentionally simple and a bit unexpected.

A squirrel isn’t something you associate with design platforms.

And that’s exactly why it works.

The randomness creates curiosity.

It makes you stop and think, “why this?”

That moment of confusion turns into engagement.

In OOH, where attention is limited, that kind of unexpected element can be enough.

It doesn’t rely on heavy visuals or complex messaging.

Just a clear idea and an unusual choice.

Do you think randomness helps campaigns stand out, or can it feel too disconnected?

This OOH campaign from Tesco focuses on something simple: generosity, but made visible in public space.

Instead of just talking about giving, the campaign shows real, tangible impact through outdoor executions.

That shift matters.

Culturally, generosity is often seen as something private or invisible. By bringing it into OOH, Tesco turns it into a shared, public experience.

It also reframes how brands participate in communities — not just through messaging, but through visible action.

The idea feels less like advertising and more like a reflection of everyday kindness.

And that makes it easier to connect with.

Do you think showing real acts of generosity in OOH builds stronger trust, or can it feel performative?

This campaign plays with a simple but interesting idea: what happens when you remove packaging completely?

Instead of focusing on the physical product, “Unpackaged Goods” shifts attention to what’s behind it — the value, the purpose, or the impact.

It connects with a broader cultural conversation around sustainability and overconsumption.

Packaging has become such a big part of how we perceive products that removing it feels almost uncomfortable.

That tension is what makes the campaign work.

It forces you to think about what you’re actually buying.

Not the box, not the design — the product itself.

Or even beyond that, the idea behind it.

Do you think campaigns like this can actually change how people think about consumption, or do they stay at a conceptual level?