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Charli XCX’s Brat Wall Campaign in Partnership With Colossal Media Wins OAAA’s OOH Media Plan of the Year Award

An Immersive Blend of Artistry and Digital Innovation Redefines Fan Engagement

NEW YORK, N.Y. – December 4, 2024 – The Out of Home Advertising Association of America (OAAA), the premier trade association for the US out of home (OOH) advertising industry, today announced the winners of its annual OOH Media Plan Awards during the Advertising Club of New York’s 17th annual OOH: Now event. Taking the top honor for the OOH Media Plan of the Year is the “Brat Wall” campaign, a collaboration between Atlantic Records, Charli XCX, and Colossal Media.

Launched in May 2024, the “Brat Wall” campaign transformed a prominent mural in Brooklyn’s Williamsburg neighborhood into a cultural phenomenon. Promoting Charli XCX’s single “360” and her album Brat, the campaign merged the timeless appeal of hand-painted artistry with digital engagement, showcasing the power of OOH to transcend traditional marketing boundaries. Fans were treated to a surprise live performance by Charli XCX herself, staged in front of the mural during its grand reveal, creating an unforgettable experience for the audience.

Interactive storytelling was at the heart of the campaign. Fans could engage with the mural through live-streamed painting updates directing them to exclusive content, fostering deeper connections with Charli XCX and her music. The mural became an instant landmark, attracting fans throughout the summer and solidifying Charli XCX’s reputation as a boundary-pushing artist.

The “Brat Wall” served as a dynamic canvas for multiple creative changes, hosting live performances and becoming a communication channel between Charli and her fans. The wall’s impact extended far beyond its physical location, generating millions of views across social media platforms and sparking widespread online dialogue. This innovative use of OOH advertising not only captured the attention of passersby but also created a viral moment that resonated across digital platforms, demonstrating how a single physical installation can drive massive engagement and become a cultural touchstone in the digital age.

“The ‘Brat Wall’ is more than a mural—it’s a cultural statement that captured the spirit of Charli XCX’s journey while redefining fan engagement in a digital-first world,” said Kelly Peppers, CEO of Colossal Media. “This campaign proved the power of OOH and hand paint to create unforgettable moments, bridging traditional artistry with modern storytelling while paying homage to the timeless craft of hand-painted outdoor advertising.”

OAAA’s OOH Media Plan Awards celebrates the pivotal role of media planning in crafting campaigns that leave lasting impressions. The “Brat Wall” campaign showcases the innovative potential of OOH to forge meaningful and memorable connections with audiences, earning its place as a landmark achievement in brand energy marketing.

Other Winners Include:

GOLD