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Flood Re's ReThink Resilience campaign skipped premium digital billboards for the largest Digital EcoVan in the UK. Independent out of home agency Loud! OOH explains the media planning call behind it.
GREATER MANCHESTER, U.K. - ncarol.com -- Every anamorphic 3D campaign you have ever seen was designed backwards from one spot on the pavement.
The campaign, called The Living Room, needed to reach households in areas that have already had floodwater through the front door. Those households are not standing in Piccadilly Circus. They are in Manchester, in Yorkshire, in the towns that appear on the news every winter and get forgotten by March. Buying a premium fixed site in central London would have put a flood warning in front of the people least likely to need it.
So Loud! OOH recommended a digital ad van instead, and specifically the largest Digital EcoVan operating in the UK. That solved the media problem and created a technical one.
"Anamorphic on a moving screen should not really work," said Jamie Roberts, founder of Loud! OOH. "There is no fixed viewing position to design around. Someone catches it from a bus window, someone else from a pavement twenty metres back, someone else at a set of lights in the rain. The animation had to hold its depth for all of them, not just for the render."
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The finished film runs 40 seconds. A brick wall breaks apart. Behind it is a room anyone in Britain would recognise. Striped wallpaper, an armchair, family photographs, a child's teddy bear sat exactly where a child left it. Then the water comes in and takes all of it. Check out the video on YouTube: https://www.youtube.com/watch?v=lZ7S8ugO9ZY
The Manchester leg alone delivered an estimated 220,000 impacts. Standing water on the pavement, a flooded living room on the screen, both in the same eyeline.
"Six point three million homes is a number people nod at and forget by the next junction," Roberts said. "An armchair and a kid's teddy bear is not. Cavendish Consulting built something that tops you in the street."
Around 6.3 million properties in England currently sit in an area at flood risk, and that figure is forecast to rise by 2050. Flood Re was established under the Water Act 2014 as a joint initiative between the UK government and the insurance industry. Ten years in, ReThink Resilience is its attempt to move the national conversation away from claims and repairs and towards protecting homes before the water arrives.
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The EcoVan runs entirely on eco fuel, a requirement Flood Re built into the media plan given the campaign's climate resilience subject matter.
"You can scroll past a post. You can skip a pre roll after five seconds. You cannot skip a street. When the entire barrier is people assuming flooding happens to somebody else, the honest answer is to physically drive it to where they are standing."
Cavendish Consulting created the campaign and leads public affairs and PR across ReThink Resilience. Loud! OOH sourced and planned the media placement. The work is published on Ads of the World.
It is the agency's first national placement for a government backed scheme.
About Loud! OOH
Loud! OOH is an independent out-of-home advertising agency launched in 2026, with offices in Leeds and London. It plans and buys billboard, digital out-of-home, bus, rail, taxi, airport and London Underground advertising across the UK on a transparent, zero markup basis.
All rates are published openly at loudooh.co.uk/pricing/ with no forms, discovery calls or hidden fees. Founder Jamie Roberts has 20 years in advertising, including six in out-of-home.
The campaign, called The Living Room, needed to reach households in areas that have already had floodwater through the front door. Those households are not standing in Piccadilly Circus. They are in Manchester, in Yorkshire, in the towns that appear on the news every winter and get forgotten by March. Buying a premium fixed site in central London would have put a flood warning in front of the people least likely to need it.
So Loud! OOH recommended a digital ad van instead, and specifically the largest Digital EcoVan operating in the UK. That solved the media problem and created a technical one.
"Anamorphic on a moving screen should not really work," said Jamie Roberts, founder of Loud! OOH. "There is no fixed viewing position to design around. Someone catches it from a bus window, someone else from a pavement twenty metres back, someone else at a set of lights in the rain. The animation had to hold its depth for all of them, not just for the render."
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The finished film runs 40 seconds. A brick wall breaks apart. Behind it is a room anyone in Britain would recognise. Striped wallpaper, an armchair, family photographs, a child's teddy bear sat exactly where a child left it. Then the water comes in and takes all of it. Check out the video on YouTube: https://www.youtube.com/watch?v=lZ7S8ugO9ZY
The Manchester leg alone delivered an estimated 220,000 impacts. Standing water on the pavement, a flooded living room on the screen, both in the same eyeline.
"Six point three million homes is a number people nod at and forget by the next junction," Roberts said. "An armchair and a kid's teddy bear is not. Cavendish Consulting built something that tops you in the street."
Around 6.3 million properties in England currently sit in an area at flood risk, and that figure is forecast to rise by 2050. Flood Re was established under the Water Act 2014 as a joint initiative between the UK government and the insurance industry. Ten years in, ReThink Resilience is its attempt to move the national conversation away from claims and repairs and towards protecting homes before the water arrives.
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The EcoVan runs entirely on eco fuel, a requirement Flood Re built into the media plan given the campaign's climate resilience subject matter.
"You can scroll past a post. You can skip a pre roll after five seconds. You cannot skip a street. When the entire barrier is people assuming flooding happens to somebody else, the honest answer is to physically drive it to where they are standing."
Cavendish Consulting created the campaign and leads public affairs and PR across ReThink Resilience. Loud! OOH sourced and planned the media placement. The work is published on Ads of the World.
It is the agency's first national placement for a government backed scheme.
About Loud! OOH
Loud! OOH is an independent out-of-home advertising agency launched in 2026, with offices in Leeds and London. It plans and buys billboard, digital out-of-home, bus, rail, taxi, airport and London Underground advertising across the UK on a transparent, zero markup basis.
All rates are published openly at loudooh.co.uk/pricing/ with no forms, discovery calls or hidden fees. Founder Jamie Roberts has 20 years in advertising, including six in out-of-home.
Source: Loud OOH Ltd
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