OOH Creativity in a Post-pandemic World

June 2020

On June 3rd 2020, Orlando Wood presented at the Posterscope Webinar around the implications of Lemon for out of home advertising.  He talked about why the COVID-19 pandemic has given a new sense of urgency to a creative rethink. Referencing art and sculpture through the ages, Orlando showed how an attentional shift in the 21st Century – in society, business and advertising – has led to flatter, more abstract and devitalised work; an advertising style that is diametrically opposed to effectiveness, that no longer moves people, that no longer attracts or sustains attention.  Orlando went on to discuss how we could move towards a more effective creative style and how we can use creativity for growth.

It was an entertaining and informative session which ended with Orlando answering a series of questions from the audience around the changes he says are necessary within our industry.

If you missed the session, click here to listen to the recording.


Orlando Wood is Chief Innovation Officer at System 1 and the author of Lemon (IPA, 2019): a unique combination of neuroscience, cultural history and advertising research, which describes a change in advertising style that has occurred over the last 15 years and links this to falling advertising effectiveness.