The City as a Narrative Medium

Creative Strategies In Out-of-home Advertising

Authors

DOI:

https://doi.org/10.62161/sauc.v12.6207

Keywords:

Out-of-home (OOH), Digital Out-of-home (DOOH), Urban Integration, Brand Storytelling, Interactivity, Advertising Creativity, Place Branding

Abstract

The purpose of the study is to analyze how certain brands use outdoor advertising (OOH and DOOH) to activate urban space as a communication tool. The corpus of analysis includes the 38 campaigns that won awards at the OOH Lovers Awards (2023 to 2025). An analysis sheet was designed to systematize variables related to the media used, adaptation to the urban environment, the presence of storytelling, the use of digital and interactive resources, and the degree of creativity achieved. The results show the prevalence of traditional media, complemented by digital media, generating disruptive occupations of public space. More than half of the campaigns integrated local cultural elements and urban narratives, while a third incorporated interactive resources associated with higher levels of creativity. Outdoor advertising turns the city into a narrative setting, reinforcing place branding and producing memorable and viral experiences.

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Published

2026-09-03

How to Cite

Rodríguez García, F., & Lozano-González, A. (2026). The City as a Narrative Medium: Creative Strategies In Out-of-home Advertising. Street Art & Urban Creativity, 12(5), 323–343. https://doi.org/10.62161/sauc.v12.6207

Issue

Vol. 12 No. 5 (2026)

Section

Research articles

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