Vermeer’s “Girl with a Pearl Earring” recently came to life at Sao Paulo’s Guarulhos International Airport in a stunning 3D billboard activation created in collaboration with David Miami and JCDecaux. The Girl ventured out of her pixelated domain to hand out Coke bottles to pedestrians, blurring the boundaries between digital media and actual reality. Coca-Cola adds a fun twist to its newly announced “Masterpiece” campaign, which focuses on art. This collaboration leverages the potential of DOOH to influence and create unique experiences of immersion and involvement for the audience, giving out-of-home communication tactics greater importance.
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