Some digital signage campaigns don’t just advertise a product — they make you stop, stare and sometimes even question reality. Whether it’s a billboard that moves, a screen that reacts to the world around it or a showcase that draws you into another dimension, the best campaigns show just how powerful digital signage displays can be.
Here are five that pushed boundaries and left a lasting impact:
1. Coca-Cola’s Times Square 3D billboard
In New York City’s Times Square, where every inch is packed with high-impact visuals, standing out is no small feat. But in 2017, Coca-Cola did just that with a 3D billboard that didn’t just display content — it came to life.
At first glance, it looked like any other high-resolution display, but as the content shifted, so did the screen itself. Over 1,700 LED panels moved independently, creating an effect that was impossible to ignore.
Unlike traditional digital signage, which relies solely on brightness and clarity to stand out, this campaign introduced depth and motion, transforming a static space into a dynamic visual experience. The precise robotic movement, paired with synchronised content, made it one of the most advanced outdoor displays ever seen.
2. McDonald’s “Follow the Arches” campaign
Sometimes, a great digital signage campaign isn’t about complex visuals or cutting-edge tech — it’s about an idea so simple yet so clever that you can’t help but take notice. That was the thinking behind McDonald’s “Follow the Arches” campaign.
Instead of using traditional directional signage, McDonald’s took its iconic golden arches and cropped them in a way that naturally guided people towards the nearest restaurant. A curve from the “M” pointed left. Another segment directed people to the right. The result was a series of minimalist digital billboards that needed no explanation.
By stripping away unnecessary details and letting the brand’s identity do all the work, this campaign proved that effective digital signage displays don’t have to shout to be noticed. They just have to be smart.
3. British Airways’ “Look Up” campaign
Imagine walking through a busy city and seeing a child on a billboard suddenly point to the sky — just as a real plane flies overhead. That’s what British Airways pulled off with its “Look Up” campaign.
Using advanced flight tracking technology, the digital billboard could detect when a British Airways plane was passing above. As it did, the on-screen child looked up and pointed, while text appeared showing the flight number and its destination.
The campaign generated millions of social media impressions as pedestrians shared their experience of witnessing these perfectly timed interactions. It demonstrated how connecting digital signage to live data can transform ordinary displays into moments of joy and wonder.
4. Netflix’s “Stranger Things” interactive billboard
When “Stranger Things” Season 4 was about to drop, Netflix took its marketing to another level. Across multiple cities, they installed digital displays that appeared to glitch and distort, as if being consumed by the show’s eerie alternate dimension.
Instead of relying on traditional animation, these billboards incorporated rapid flickering, static interference and an unsettling red glow, making them look like they were malfunctioning in real time. Some displays created a striking 3D illusion of the show’s monstrous Demogorgon tearing through the screen.
Rather than simply advertising a release date, these billboards made people feel the presence of the show’s world around them. They blurred the line between reality and fiction, creating a marketing moment that didn’t just promote “Stranger Things” — it pulled people into it.
5. Pepsi’s augmented reality bus stop
Picture yourself waiting for a bus when, out of nowhere, the street ahead of you transforms. A meteor crashes into the pavement. A tiger runs towards you. A UFO appears over the skyline.
That’s what commuters in London experienced when Pepsi turned an ordinary bus stop into a portal for mind-bending illusions.
This wasn’t just a digital screen playing pre-recorded content. Using augmented reality technology, Pepsi blended real-time footage of the street with high-quality animations, making it look as though these impossible events were happening right in front of people’s eyes.
Unlike static digital signage, this campaign made people want to engage. Passersby stopped, took videos and shared their reactions online, turning a single bus stop into a viral sensation.
Bring your Sydney digital signs to life with Just Digital Signage
At Just Digital Signage, we take inspiration from groundbreaking campaigns like the ones mentioned above to design innovative, high-impact signage solutions for our clients. Whether you need interactive displays, LED video walls or sleek digital kiosks, we provide the technology and expertise to craft digital signs in Sydney that stand out. Contact us today, and let’s create something extraordinary for your brand!
