Campaign SpotlightPress Release

Mediaplus’ latest activation for Nikon gives Hamburg residents the perfect outdoor studio with ‘The Golden Billboard’

HAMBURG, GERMANY — Nikon and Mediaplus turned traditional OOH advertising spaces into innovative photographic equipment with “The Golden Billboard” activation during the Photopia fair in Hamburg this autumn, effectively creating an outdoor photographic studio capable of capturing the ideal light in any location.

By combining a billboard with gold-plated film and Nikon camera, Nikon and Mediaplus succeeded in turning a media space into an adjustable light reflector, and creating an outdoor professional photographic environment in the heart of Hamburg. The activation consisted of partially removable “Golden Billboards” in different sizes, resulting in the perfect Instagrammable moment.

People could have their photo taken by a professional photographer or take their own photos using the billboard. This resulted in perfectly lit pictures with advertising. A QR code led them directly to the Nikon school and education hub, where they could learn more about how to use the power of light.


Classic OOH advertising spaces were transformed into tangible photographic equipment. The innovative and interactive golden photo reflectors could be taken away, torn off and tried out, and were designed to provide perfect light for spontaneous shoots. With the “Golden Billboard” as its highlight, NIKON and Mediaplus unleashed the limitless possibilities of light.

Sabrina Duchow, Director of Creative Media and Award at Mediaplus commented, “Unleashing the limitless possibilities of light – via Creative Media. We perfectly staged the brand essence for the specific target group.”

Influencers, creators, and visitors to Photopia shared their experiences online. The activation reached 130,000 people and social media reach amounted to more than half a million views.

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