HB "We Love Summer"
The Brief
Unilever wanted to make a serious impact on the streets of Dublin for their HB "We Heart Summer" campaign. The brief was clear: capture the attention of passers-by and create something that people would photograph, share, and remember. Standard poster printing was not going to cut it.
What We Built
We produced a 7.5 metre wide 3D HB heart icon, built to sit proud of the backing poster on one of Dublin's busiest outdoor advertising sites. The 3D element was placed over a vibrant 240-sheet poster at the Terenure site, creating a layered effect that made the installation impossible to ignore from any angle.
The backing poster showcased HB's most recognisable ice cream brands, each product shot against bold, colour-blocked backgrounds. The 3D heart sat at the centre, tying the whole composition together and giving the outdoor advertising campaign genuine physical presence.
Why 3D Outdoor Advertising Works
Flat billboards compete with everything else on the street. A three-dimensional special build breaks that pattern. It creates depth, casts real shadows, and changes appearance as you walk past it. People stop. They photograph it. They post it online. That organic sharing extends the reach of the outdoor advertising campaign well beyond the physical site.
For a brand like HB, which already has strong visual recognition, adding a physical 3D element to an outdoor advertising site turned a seasonal campaign into a street-level experience. The kind of outdoor media execution that stays in memory long after summer ends.
The XL Media Approach
Every special build starts with the structural question: what can this site handle? We assess wind loading, fixing points, weight limits, and sightlines before any creative work begins. The HB heart was engineered for outdoor durability across the full summer season, fabricated in-house, and installed by our own team.
- Full structural engineering and site assessment
- In-house fabrication of the 3D heart icon
- 240-sheet poster production and installation
- On-site fitting by the XL Media crew
- Built to withstand Irish weather conditions for the full campaign duration