Jimmy Choo Eyewear's Global OOH Campaign Across Fashion Capitals

Jimmy Choo Eyewear took its latest collection into four very different outdoor advertising environments across Dubai, New York, Milan and Shanghai.

Working across roadside, city-centre, transit and airport media, we planned the campaign around the way people actually move through each market. Large-format displays carried the work in Dubai and New York, tram wraps moved it through Milan, and programmatic digital out-of-home reached travellers at Shanghai Airport.

The formats changed by market. The campaign remained recognisably Jimmy Choo throughout.

The brief

The objective was to build visibility for Jimmy Choo's latest eyewear collection among fashion-conscious consumers, shoppers and international travellers.

For a luxury fashion campaign running across several countries, simply repeating one format everywhere would have made little sense. The media needed to suit each city and still feel part of one campaign.

The brief focused on three things:

1. Build strong visibility in major international fashion and commercial markets.
2. Put the eyewear collection into premium environments relevant to Jimmy Choo's audience.
3. Keep the creative identity consistent while selecting media that worked naturally in each location.

We approached the campaign as one international media plan, with each market given a clear job.

One campaign across four international markets

A global OOH campaign works best when the sites reflect the city.

New York has a dense, competitive large-format advertising environment. Milan gives brands access to street-level transit media that moves through the city. Shanghai Airport puts advertisers in front of domestic and international travellers during longer dwell periods. Dubai's arterial roads create repeated exposure at substantial scale.

Those differences shaped the media plan.

New York used scale

In New York, Jimmy Choo appeared on a prominent full-format billboard.

For fashion advertising, large-format billboard advertising gives the creative room to work. The Jimmy Choo campaign relied on strong product photography and restrained branding rather than trying to fill the site with copy.

That was important in New York. The city is visually busy, particularly in major commercial and retail areas. The creative needed to register quickly and remain recognisable from a distance.

The billboard gave the eyewear campaign a fixed, high-visibility presence within one of the world's established fashion markets.

Milan put the campaign in motion

Milan required a different approach.

Jimmy Choo creative was carried across wrapped trams, placing the campaign directly into the city's streets and daily transport network.

Tram advertising changes the way a campaign is encountered. The media moves through neighbourhoods rather than waiting for the audience to pass a fixed location. That creates repeated opportunities for the same creative to appear in different parts of the city throughout the campaign.

For Jimmy Choo, the setting was particularly relevant. Milan is closely associated with fashion, luxury retail and design, so the format allowed the campaign to sit naturally within the city rather than feeling separate from it.

The wrap kept the artwork clear and recognisable across a long moving format.

Shanghai reached international travellers

At Shanghai Airport, the campaign moved into programmatic digital out-of-home.

Airport advertising gives fashion and luxury brands a different viewing environment from roadside media. Passengers spend time moving through check-in, departures, retail and waiting areas, creating several opportunities for digital creative to be seen during the journey.

The Shanghai activity used programmatic digital screens, giving the campaign flexibility over how and when the creative was displayed.

Our wider programmatic DOOH offering allows connected digital inventory to be planned by factors such as location, audience and time where the network supports it.

For this campaign, Shanghai gave Jimmy Choo access to a valuable travel environment while adding digital flexibility to the wider international plan.

OOH Global currently provides access to billboard, DOOH, programmatic, metro and other outdoor formats across Shanghai.

Dubai delivered roadside presence

Dubai formed a major roadside element of the campaign.

Jimmy Choo Eyewear appeared across large unipoles and premium digital placements, including sites along Sheikh Zayed Road.

Sheikh Zayed Road is one of Dubai's core advertising corridors, with large roadside formats positioned along a route connecting major commercial, residential and retail areas.

For a luxury eyewear campaign, the large canvases gave the product photography enough space to stay simple.

Drivers and passengers needed to understand the advert quickly. The creative therefore focused on the eyewear, the talent and Jimmy Choo's existing visual identity.

Our outdoor advertising in Dubai includes roadside billboards, digital OOH and programmatic inventory around Sheikh Zayed Road and other key parts of the city.

The Dubai element of the Jimmy Choo campaign delivered more than 11 million impressions during the campaign period, according to the published OOH Global campaign results.

The creative stayed consistent across every format

The media varied significantly between the four markets.

A tram wrap has different dimensions and viewing conditions from an airport screen. A roadside unipole may have only a few seconds to communicate. A large city billboard can work from much further away.

That affects how creative needs to be supplied and adapted.

The Jimmy Choo campaign maintained a consistent visual language across those environments. Product-led fashion imagery remained central, branding stayed clear, and the layouts avoided unnecessary copy.

We adapted the campaign to the media rather than changing its identity from one market to the next.

That consistency matters on an international buy. Someone seeing Jimmy Choo in Dubai should recognise the same campaign if they encounter it again in Milan or Shanghai.

Why the format mix worked

Each format handled a different part of the audience journey.

The New York billboard created a strong fixed presence.

Milan's trams introduced movement and repeated street-level exposure.

Shanghai Airport placed the brand inside an international travel environment.

Dubai's unipoles and digital roadside sites delivered reach across major road corridors.

Together, the placements gave Jimmy Choo a mix of static, moving and digital outdoor media instead of concentrating the full campaign in one type of environment.

For us, that is the practical value of planning globally. We can keep one campaign idea intact while changing the media plan around the realities of each city.

A global campaign needs local media planning

International OOH buying can become complicated quickly.

Different markets have different media owners, booking periods, specifications, production requirements and approval processes. The same artwork can also need several adaptations before it is ready for a billboard, tram or digital airport screen.

OOH Global manages campaigns across 103 cities, with more than 800 outdoor campaigns planned, bought and delivered for more than 200 brands.

For a multi-market campaign such as Jimmy Choo, that means one brief can be managed across several cities while local format requirements are dealt with market by market.

The advertiser sees one international campaign.

Behind it sits a series of local bookings that need to work together.

The result

Jimmy Choo Eyewear secured a visible presence across four internationally recognised markets using formats chosen specifically for their surroundings.

New York brought a large-format billboard presence. Milan put the campaign onto the streets through trams. Shanghai brought the brand into an airport and programmatic environment. Dubai delivered large roadside visibility, with the Dubai activity alone generating more than 11 million impressions.

The result was a coherent global outdoor campaign with a consistent creative identity and a media plan built around each market.

For Jimmy Choo, the collection appeared where its audience was already travelling, shopping and commuting.

For us, the job was to make every city feel like part of the same campaign.

Planning an international OOH campaign

If you are planning outdoor advertising across several cities or countries, send us the markets, dates, target audience and budget.

We will recommend the formats that make sense in each location, confirm availability and handle the media buying, specifications, production requirements and campaign delivery.

Explore our global outdoor advertising formats or send us your brief to start planning.