When done well, OOH smashes it. Local brands have been lagging, but the smart ones are learning from the likes of Nike, driving a “creative revolution” in digital out of home, reckons Neil Ackland, oOh!media’s Chief Content, Marketing and Creative Officer. While tech like QR codes, 3D animation, location data and anamorphic screens can drive huge results, “There’s a difference between what is available that creatives can use and then what’s actually coming through the pipeline,” he says. Jetstar ran a QR code-based campaign in Melbourne and reached 6 million people with press coverage. Nike and Twitter are trying innovating creative – then sharing the campaigns on social to drive more engagement. Ackland says oOh! has launched a creative department, POLY, to reverse the lag. “We have to show brands through action how to deliver great out of home creative,” he says.