In the world of advertising, creativity is key to standing out in a saturated market. Recently, we had the opportunity to collaborate with Cantonesa, a well-known instant noodle brand, to create an innovative advertising campaign using the “fake out of home” (FOOH) technique. This creative approach allowed us to capture the public’s attention in a unique and memorable way.

What is Fake Out of Home?

The term “fake out of home” refers to advertising campaigns that use media and environments mimicking traditional outdoor ads but with an unexpected twist. Often, these ads are placed in unconventional locations or use digital media to create the illusion of real outdoor ads. This approach plays with the audience’s expectations, generating surprise and curiosity.

Cantonesa’s Campaign: Blending Reality and Fiction at the Obelisco

For Cantonesa, we designed a FOOH campaign that used the iconic Obelisco in Guatemala as the main stage. This location, known for its cultural and tourist significance, became the focal point where we merged reality with fiction. Using cutting-edge technology, we surprised passersby with an innovative blend of reality and fiction. The campaign highlighted the unique qualities of Cantonesa’s soups, emphasizing their authentic taste and the convenience of quick preparation.

Reactions and Results

The public’s response was overwhelmingly positive. Many viewers were fascinated by the campaign’s creativity and shared their experiences on social media, helping to amplify the ad’s reach. This initiative not only increased brand recognition for Cantonesa but also generated significant interest in its products.

Lessons and Future Campaigns

The experience with Cantonesa at the Obelisco reaffirms the importance of innovation and the creative use of public spaces in advertising. By integrating real and fictional elements, we effectively and memorably captured the audience’s attention. We are excited to continue exploring new forms and techniques for future campaigns, helping brands stand out in a highly competitive advertising environment.