Overview

In April 2026, a global footwear and lifestyle brand partnered with billups to execute a targeted traditional OOH campaign across Paris, France, running from April 13 to May 1, 2026. Designed to engage fashion-forward 18-to-34-year-olds, the primary objective was to drive brand awareness for the collaboration with a contemporary Paris-based streetwear and fashion brand. By anchoring the campaign at Bercy—Europe's premier outdoor gym and creative hub for emerging French rap talent—billups embedded the global footwear and lifestyle brand directly into Paris’s authentic urban culture.

Campaign Highlights

• Cultural Placement
  Unmatched Authenticity
  Targeted Paris's iconic Bercy outdoor gym to position the brand directly inside an active hub for fashion and music creators.

• Guerrilla Execution
  High-Impact Formats
  Overcame traditional inventory shortages by executing large-format mural art that integrated naturally into the cultural landscape.

• Organic Reach
  Social Amplification
  Featured campaign athletes shared the activation across Instagram, broadcasting the installation directly to over 107k followers.

The Challenge

Securing high-impact, authentic media placement in Paris proved difficult because traditional OOH inventory was entirely unavailable at Bercy. The strategic challenge required billups to identify a location that balanced deep cultural relevance for youth fashion lovers with high media visibility, while overcoming local inventory constraints without compromising site integrity.

The Solution

• Conducted in-depth desk research and venue vetting across high-energy Paris locations to pin down Bercy as the optimal hub.

• Partnered with a specialized guerrilla creative agency to conceptualize and paint a custom, large-format mural.

• Transformed physical media constraints into an authentic urban canvas that resonated with the local community.

  
  

Planning & Execution

• Site Selection: Rigorously vetted multiple Paris cultural hotspots to identify the exact epicenter of emerging rap and streetwear talent.

• Format Strategy: Bypassed non-existent traditional ad space in favor of bespoke, large-format hand-painted mural advertising.

• Partner Alignment: Orchestrated direct collaboration between billups and specialist guerrilla creative teams to guarantee visual authenticity.

The Results

• Successfully maximized brand awareness by establishing a dominant presence at Europe’s top outdoor creative hub.

• Generated massive earned media value as a featured campaign athlete, published multiple Instagram posts highlighting the mural.

• Expanded brand footprint beyond physical OOH to reach over 107,000 highly targeted social media followers organically.