Fake Out of Home (FOOH): The First of Many AI-Driven Creative Concepts?

I have to say that 2023 was the year of what we can call new AI generative concepts: FOOH . Yes, many advertisers fear what generative AI can do to the industry, but more and more are starting to realize the new creative concepts that we may start to see, and this is quite exciting. And yes FOOH (Fake Out of Home) was one of the most exciting developments. As someone who has worked in agencies and now within brands, I can see firsthand how this trend is shaking up the industry.

FOOH is a continuation of the technological advances related to artificial intelligence. By combining the power of augmented reality and computer-generated imagery (CGI), it offers creatives new possibilities to surprise and engage audiences.?

This trend also show also the evolution of new content consumption modes, with the omnipresence of social networks and the constant search for innovative experiences.

"It's a natural evolution of how we consume content today, with social media dominating our lives and a constant hunger for innovative experiences."

At 欧莱雅 , we've been at the forefront of using FOOH to create groundbreaking campaigns. For example, our L'Oréal Paris campaign featured a giant lipstick on top of a car, painting the streets of Paris red to promote our Infallible Matte Resistance liquid lipstick. It was a bold, eye-catching concept that went viral and resonated with our audience. Another great example from Maybelline New York , with its FOOH campaign featuring a London bus and Underground train sporting giant eyelashes and mascara.?

Many others brands, have already used FOOH. Jacquemus' giant bags "rolling" through the streets of Paris, or the oversized marshmallow teddy bears imagined by Cyril Lignac.

FOOH has many advantages for brands:

• Unlimited creativity, enabled by the absence of physical constraints
• A short and impactful format, adapted to content consumption trends on social networks
• High viral potential, thanks to the surprise effect and the spectacular nature of the achievements
• Financial savings, by avoiding costs related to production and physical display

That being said, as with any new technology, there are ethical considerations to keep in mind. FOOH blurs the line between real and virtual, which can mislead consumers if not used responsibly. As advertisers, we need to find the right balance between creativity and transparency to maintain trust with our audience.

It is essential to find the right balance between creativity and transparency in order to maintain consumer trust.

It's still early days for FOOH, and only time will tell if it becomes a long-term staple in digital marketing or a fleeting trend. But one thing is clear: AI is revolutionizing advertising and opening up exciting new creative avenues.

We can expect to see more innovative approaches in the near future, such as:

1. AI-generated content for personalized advertising at scale
2. Dynamic creative optimization for real-time ad customization
3. Interactive AI-powered ads that engage audiences through conversation
4. AI-driven creative testing to optimize ad performance

One thing is certain: AI demonstrates the ability to shake up advertising codes and open up new creative perspectives. As someone who has experienced these changes firsthand in my work, I'm excited to see how brands will continue to push the boundaries of what's possible with GEN-AI in advertising.