Culligan — Mini Contaminants OOH Campaign

Culligan’s out-of-home campaign was built around a simple but powerful idea: make the invisible visible. The creative aimed to expose the contaminants commonly found in drinking water through bold, highly visual installations designed to stop people in their tracks and spark conversation in real time.

As Executive Producer, one of the biggest challenges was maximizing impact across two major markets—New York and Chicago—within a tightly managed budget. Rather than spreading placements too broadly, the strategy focused on identifying high-foot-traffic blocks and bus shelter locations where the work would have the greatest visibility and cultural reach.

The campaign combined large-format OOH placements with paid digital amplification, creating an integrated ecosystem that extended the conversation beyond the street level and into social and digital spaces.

From production through installation, every decision was made with efficiency and visibility in mind—finding ways to stretch the budget while ensuring the work still felt bold, intentional, and impossible to ignore. The project was a strong example of how thoughtful placement, strategic production, and clear creative storytelling can turn a focused media spend into something that feels much larger in scale. Moreover, the campaign proved that impactful storytelling doesn’t always require the biggest footprint—just the right message in the right place at the right moment.