Hamburg was likely to be a sea of photographic advertising messages during the The Photopia fair. Nikon needed to stand out and Mediaplus came up with the answer. Nikon and Mediaplus turned traditional OOH advertising spaces into photographic equipment. Their Golden Billboard was effectively an outdoor photographic studio capable of capturing the ideal light in any location for both professional photographs and IG selfies.

By combining a billboard with gold-plated film and Nikon camera, Nikon and Mediaplus succeeded in turning a media space into an adjustable light reflector and creating an outdoor professional photographic environment in the heart of Hamburg. The activation consisted of partially removable Golden Billboards in different sizes, resulting in the perfect Instagrammable moment.

People could have their photo taken by a professional photographer or take their own photos using the billboard. The picutes they then took were perfectly lit with advertising. A QR code led them directly to the Nikon school and education hub, where they could learn more about how to use the power of light.

The innovative and interactive golden photo reflectors could be taken away, torn off and tried out, and were designed to provide perfect light for spontaneous shoots.

Sabrina Duchow, director creative media & award at Mediapluscommented,“Unleashing the limitless possibilities of light – via Creative Media. We perfectly staged the brand essence for the specific target group.”

Influencers, creators and visitors to Photopia shared their experiences online. The activation reached 130,000 people and social media reach amounted to more than half a million views.