Every so often, a campaign comes along that doesn’t just take up media space — it owns the conversation. “The OG Influencer” campaign is one of those rare pieces of work that gets the industry talking, passersby smiling, and clients rethinking what it really means to influence behaviour. In a world obsessed with content creators, algorithms, and follower counts, this campaign brings it all back to basics – the billboard – advertising’s original influencer.
For years, influence has been hijacked by social media metrics – engagement rates, reach and likes. But before any of that existed, billboards were already shaping culture, driving conversations, and defining what people noticed and remembered.
The OG Influencer cleverly reclaims that narrative, bring in these social media platforms by commenting on them as opposed to competing with them. Reminding everyone of the true nature of the medium as being timeless: the original, unfiltered, algorithm-proof influencer.
Every line of the campaign is a masterclass in simplicity and wit.
- “All eyes on me. Literally.”
- “Your feed won’t stop traffic. I will.”
- “Make love, not likes.”
- “More followers than your feed. I just call them the population.”
Each statement turns the language of social media on its head.
What makes the creative so effective isn’t just the lines, it’s the restraint, the simplicity of it all. There’s no clutter, no QR codes, no heavy-handed branding. Just bold typography, striking colour contrast, and perfect placement. And yet, ironically, it became viral anyway because great outdoor still gets people talking. What we are reminded of is that the brilliance of this campaign is how it turns the billboard itself into the hero, that with the right strategy and creative, the billboards can do the heavy lifting, with no side line distraction.
At Relativ Media, we’ve always believed that the best campaigns make the medium famous again. The OG Influencer has done exactly that, keeping it simple, uncluttered, witty and memorable. At a time when algorithms decide what people see online, billboards decide what people see offline, and that, perhaps, is the most authentic influence there is.