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Yes, those are actual billboards scattered around London. No, you aren’t mistaken, they're covered in Lorem Ipsum placeholder text.

What started (as all good concepts do) as just an idle conversation between two of our creatives, trying to work out a tongue-in-cheek way to highlight the strengths of our brand-building platform, turned into our first OOH branding campaign.

But it’s not enough to slap on some copy and call it a day. We also wanted to take a look at what branding means today and why the rise of “empty branding” is hurting your marketing efforts.

Here are just a few key points from our deep-dive blog post on the subject:

"On brand" is no longer enough: In today's AI-driven world, perfection is expected. To stand out, you need to go beyond consistency. It's time to surprise, delight, and even shock your audience. Read more

Embrace the beauty of “mistakes": We're not talking about sloppy work. We mean intentional, strategic "imperfections" that showcase your brand's humanity and capture attention in a sea of polished content. Read more

Think jazz, not classical: The future of branding is improvisational. It's about having a consistent core but being able to adapt, respond, and collaborate in real-time. How flexible is your brand? Read more

As part of this initiative, we partnered with One Minute Brief and asked the creative community to create billboard-style posters featuring intentional, humorous mistakes for various brands. The only upside? #AtLeastItsOnBrand! It was overwhelming to see all the brand fails taking over social media, and thank you again to everyone who contributed. A special shout-out to Zed Trafficker, Hannah Rosekilly, and Emm Lemming Writes for taking home the prizes.

Head to our blog to read the full story about empty branding and the new on-brand philosophy.