They Can't Arrest This Billboard
Greenpeace Ocean Outdoor
ROLE
On set supervision
Motion direction
Client presentation
Keying & Roto Scoping
VFX compositing
Colour grading
DOOH optimisation
Final delivery
OVERVIEW
An award winning Greenpeace campaign that brought climate protest to digital billboards across London, Birmingham and Manchester. I supported the project from pre-production and on set supervision through to final DOOH delivery, transforming green-screen footage into 22 location specific executions through keying, rotoscoping, compositing, colour grading and VFX.
Position & Poster Size Testing
R&D + BTS
A1 Portrait wide angle
A2 Landscape wide angle
A3 Landscape wide angle
A3 Landscape zoom in
Camera tests confirmed that an A1 portrait sign offered the best fit across varying heights while keeping the message clear and legible.
IN POST
Keying > Roto > Compositing > Grade
Testing at Ocean Outdoor
Live Across the UK
London x Birmingham x Manchester
Press Coverage
Case Studies
Featuring
Ocean Outdoor *Gold Award*
The Drum
Ads of the World
OOH Today
LBB
AV Magazine
Decision Marketing
Billboard Insider
Marketing Beat
Credits
Creative Direction
Alexandru Vasile
Adam Ablo, Susie Booth
Sam Hinckley, Chris Lawlor
Photography
Rob Streeter
Senior Retoucher
Nick Swaffield
IMPACT
Following its launch, They Can't Arrest This Billboard received widespread recognition for its innovative use of DOOH as a platform for activism. The campaign was awarded Gold in the Non-profit Category at the Ocean Outdoor Digital Creative Competition, recognising its creative approach to delivering a powerful social message through public media.
The campaign was featured across leading creative, advertising and outdoor media publications, including The Drum, Ads of the World, LBB, DecisionMarketing, Marketing Beat, AV Magazine, Billboard Insider and Ocean Outdoor. Beyond the creative industry, the campaign also contributed to a wider national conversation around the right to protest, with related coverage appearing in mainstream publications such as Metro and The Independent.
The campaign generated 40+ media mentions, reaching an estimated 17 million people, alongside 300,000+ social impressions and 17,000+ social engagements. More importantly, it demonstrated how thoughtful creative direction, VFX and DOOH technology can transform public spaces into a platform for meaningful social impact, enabling Greenpeace to communicate its message at scale while keeping activists safe.
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