The Sun – World Cup DOOH

This project was a fast-paced Digital Out Of Home (DOOH) campaign for The Sun during the 2022 FIFA World Cup. The goal was to bring the newspaper’s famous reactive headlines to life across 400 digital billboard sites throughout the UK, turning traditional static advertising into a live news feed.

Spanning the duration of the month-long tournament, the campaign required constant updates to stay relevant. Creative was refreshed up to six times a day to mirror shifting results, breaking team news, and the latest talking points from Qatar. Each digital screen featured a unique QR code, allowing passers-by to scan the billboard and jump directly to the full story on The Sun’s website.

I was responsible for the rapid-turnover graphic design and artwork production for these sites. This involved taking live editorial headlines and instantly formatting them for a wide variety of digital outdoor specs, ensuring the brand’s bold visual identity remained consistent and impactful across the national network.