South Africa, Nov. 4 -- What started as a campaign quickly became a movement, with the industry, media, and the public re-engaging with the magic and relevance of OOH.

The campaign has reminded South Africans that OOH has always shaped culture - long before digital feeds took over.

First of its kind collaboration

Behind the billboard's bold personality was a first-of-its-kind collaboration among South Africa's most dynamic OOH players - Primedia Outdoor, Reveel, Relativ Media, Glynt Group (Tractor Outdoor), Alive Advertising, JCDecaux, Provantage, Evolv Outdoor, and Innovocean - in partnership with DOOH.co.za, creative agency Boundless, and PR partner Slaps.

Together, they created a campaign that blurred the line between traditional a...