FOOH in Sydney: 12 Must-Watch Campaigns of 2025
Sydney has become a global testing ground for fake out-of-home creativity. Here are 12 FOOH ads that show how brands are scaling creativity across the city.
Sydney is one of the Asia-Pacific region’s most dynamic advertising hubs. With a population of more than 5.3 million residents and millions of international visitors each year, the city offers brands a unique mix of local reach and global visibility. Landmarks like the Sydney Opera House and Harbour Bridge make it not just a cultural capital but also a ready-made backdrop for campaigns designed to capture worldwide attention.
But the city’s marketing environment is also highly competitive. From major sporting events to fashion weeks and tech showcases, brands are constantly vying for visibility across digital screens, activations, and outdoor media. That’s where FOOH (Fake Out of Home) campaigns stand out. Using CGI to seamlessly merge products into Sydney’s skyline, beaches, and harbors, they create hyperrealistic ads that are designed for virality, visibility, and engagement.
This article highlights some of the best FOOH ads in Sydney, breaking down how global brands used the city’s scale and cultural cachet to deliver memorable campaigns.
Top Viral FOOH Ads in Sydney 2025
In 2025, Sydney’s role as both a cultural hotspot and international media stage makes it a prime location for experimental formats like FOOH. With its iconic landmarks and growing digital audience, the city gives brands a playground for creativity.
Let’s take a look at some of the best FOOH ads in Sydney.
1. Adidas FOOH Ad in Sydney – Helicopter Ball Drop
To build hype for the FIFA Women’s World Cup 2023, Adidas staged a jaw-dropping CGI stunt over Sydney. A helicopter carried the oversized Women’s Oceaunz Pro match ball, flying past the Opera House and Harbour Bridge before landing at Manly Beach. The tie-in worked perfectly: the tournament was projected to reach 2 billion viewers worldwide, giving the Sydney reveal global resonance.
With 3.9 million views and 229,092 likes, the campaign proved how CGI spectacle can amplify global sports branding at the city level.
2. Pandora FOOH Ad in Sydney – Floating Pearls
Pandora transformed Sydney Harbour into a jewelry showcase during Australian Fashion Week 2024. Giant CGI pearls surfaced near the Opera House and Harbour Bridge, rippling into a glowing AFW logo. The execution connected Pandora to Australia’s AUD 3 billion jewelry market while leveraging the cultural weight of Fashion Week for maximum relevance.
The video earned 2.3 million views and nearly 10,000 likes, highlighting how cultural tie-ins can elevate luxury branding.
3. Pandora’s Jewelry Gift Box Reveal
A massive pink Pandora gift box appeared under the Harbour Bridge, opening to release glittering rings and earrings skyward. The brand cleverly used Sydney’s most photographed landmark — drawing 16 million visitors annually —to dramatize the act of gifting at scale. This turned an everyday ritual into a shareable cultural spectacle.
With 2.1 million views and 67,420 likes, the activation showed how FOOH can extend jewelry storytelling far beyond retail windows.
4. The Ordinary’s Global Skincare Voyage
The Ordinary staged a global CGI journey for its Hyaluronic Acid serum, moving a giant bottle across New York, Paris, and Copenhagen before docking in Sydney Harbour. This narrative reinforced the brand’s international footprint in the booming USD 2 billion skincare market. By ending the ad in Sydney, the brand positioned the city as a critical stop in its global lifestyle messaging.
With 1.5 million views and almost 10,000 likes, the campaign proved how “global-local” storytelling can strengthen product positioning.
5. Mecca’s Hot Air Balloons at Bondi
Mecca Beauty reimagined Bondi Beach with giant CGI hot-air balloons shaped like Sol de Janeiro’s Brazilian Bum Bum Cream jars. The whimsical stunt aligned with Sol de Janeiro’s global momentum — the brand grew by 174% in 2023 alone.
With 1.1 million views and over 49,000 likes, the ad highlighted how humor and scale drive beauty product launches.
6. Pandora’s Golden Ring on Bondi Beach
Ahead of Australian Fashion Week, Pandora unveiled a towering CGI golden ring “washed ashore” on Bondi Beach. The installation tied into the brand’s Essence collection launch while aligning with Sydney’s reputation as a global lifestyle capital.
The campaign drove 860,000 views and nearly 13,000 likes, proving how landmark activations can heighten brand storytelling.
7. Pandora’s Necklace Draped Over Harbour Bridge
Pandora ME took center stage as a shimmering necklace appeared draped across the Harbour Bridge. With Sydney’s skyline as its backdrop, the campaign used CGI to transform infrastructure into fashion. Jewelry remains a growing global category, projected to hit USD 370 billion by 2025, making the placement both visually stunning and commercially savvy.
Earning 855,000 views and 13,190 likes, the activation underscored how FOOH can merge luxury storytelling with cultural symbols.
8. 7-Eleven’s Slurpee at Bondi Beach
7-Eleven embraced humor with a giant Slurpee cup floating on a pool toy in Bondi’s waters. The ad reframed a simple product as a cultural icon, tapping into Australia’s AUD 10 billion convenience retail market. By leaning into summer nostalgia, the brand made its Slurpee part of the city’s lifestyle imagery.
With 768,000 views and 3,652 likes, the stunt proved how humor-driven FOOH can fuel everyday brand relevance.
9. Superman’s Logo Rising From Harbour
Warner Bros. teased its upcoming Superman release with a glowing CGI logo rising from Sydney Harbour. The film franchise, valued at over USD 560 million globally gained a dramatic cultural anchor by bringing anticipation to Australia’s best-known skyline. The glowing reveal amplified the franchise’s global hype while ensuring local hype.
With 583,000 views and 32,411 likes, the campaign highlighted how FOOH can localize global entertainment rollouts.
10. Kulani Kinis’ Bikini Parachute Drop
Swimwear label Kulani Kinis turned Bondi into a summer runway with parachuting bikinis landing across the beach. The campaign was more than visual spectacle—it also promoted a timed giveaway event, driving real-world engagement. The global swimwear market is worth over AUD 33 billion annually, making Bondi the ultimate backdrop for cultural resonance.
The campaign earned 590,000 views and nearly 16,000 likes, demonstrating how immersive activations can blend community events with brand promotion.
11. MSI’s CPU Yacht Journey
MSI reimagined its MAG PAZO M100 PZ CPU as a CGI yacht, sailing past global landmarks before docking in Sydney. The ad positioned MSI as an innovator at the crossroads of tech and lifestyle, reinforcing its ambition in a billion hardware market. Sydney, framed as the final stop, gave the campaign both global and local resonance.
With 490,000 views and over 5,600 likes, the activation showed how global tech brands can use FOOH for cultural positioning.
12. Pasqua Wines’ Parachute Bottles Over Harbour Bridge
Pasqua turned wine into spectacle with hot-air balloons carrying bottles of “Hey French” drifting above the Harbour Bridge. The creative leaned into Australia’s AUD 33 billion alcohol market, positioning wine as playful and shareable in a culture known for outdoor gatherings. By staging it over an international icon, Pasqua ensured global visibility for its Italian heritage.
The activation pulled in 461,000 views and over 1,300 likes, proving how lifestyle branding can cross borders with CGI.
Fake Out of Home in Sydney
As brands push the limits of digital storytelling, Sydney has emerged as one of the world’s most visually iconic playgrounds for FOOH campaigns. These campaigns highlight how imagination, technology, and cultural context can merge to turn a familiar cityscape into a global stage.
In the years ahead, expect to see even more collaborations between CGI artists, agencies, and brands redefining what visibility means in Australia’s most photogenic city.
Need more examples? Check out our library, the biggest collection of CGI and mixed reality ads.
