How Oversized Marketing is Proving That Bigger Really is Better

We were always led to believe that bigger doesn’t always equate to better. But recent trends in marketing and campaign launches are dispelling this myth entirely. 

Constantly looking for ways to stand out, brands are starting to take the phrase “go big or go home” quite literally. Enter oversized marketing, a marketing trend that sees brands go big, bold, and beyond the expected. We’re already familiar with ‘guerilla marketing’, which is traditionally an effective method, but oversized marketing particularly plays on amplification, whether in the form of visual scale, messaging, or experiential branding. Essentially, the idea is to create something so unexpected, in-your-face, and huge that you can’t help but stop, stare, and (obviously) share. 

Whether it’s in the form of larger-than-life inflatables, or exaggerated storytelling, oversized marketing has taken the marketing realm by storm and continues to prove exactly why it deserves the hype, so let’s sing its praises even further and spotlight the top oversized marketing campaigns dominating our attention and sparking viral moments on the internet.

10 OVERSIZED MARKETING CAMPAIGNS THAT HAVE STOPPED US IN OUR TRACKS

Skims

We always knew it was Kim Kardashian’s world and we were just living in it, but never before has this realisation been more prevalent than with the launch of Skims’ latest swim collection. To generate hype for the drop, Skims installed a 60ft-long blow-up doll, eerily reminiscent of Kim herself, in the centre of Times Square, making this the largest oversized marketing installation on our list.

The giant inflatable sports pieces from the new line, the triangle top and tanga bottoms in tide, giving passersby a sneak peek before hosting a spring event on the fourth floor of Bloomingdales on 59th Street. At the event, patrons got to shop the new collection, grab a free ice cream, and copped a free, branded hair clip with all purchases. 

@skims

meet us in times square.

♬ sorryimlate – Ordley

Nike

While the marketing world was knee-deep in conversation about Kim’s giant blow-up doll in NYC, Nigerian-born, London-based artist, Slawn, was across the pond adding Nike’s name to the oversized marketing trend. 

In tandem with the release of the Slawn X Nike Air Max 90s ‘Speckle’ collection, Slawn installed two incredible inflatable sculptures for creative production company Amelia Studios. The inflatables stand at a staggering 10m tall and are seen wearing the exact trainers the artist designed for Nike. Sitting proudly at Truman Brewery Bridge and on the roof of a nearby car park, these installations instantly caught the public’s attention, leading everyone to pull out their phones and make Slawn an internet sensation.

@thesolesupplier

Something is happening in Shoreditch 🧐🤫 #slawn #airmax90 #nikecollab #london #nikelondon #londonshoes #airmaxes #blackshoes #thesolesupplier

♬ Hard Beat Work’s – Type Beats Trap

Marc Jacobs

The Marc Jacobs Tote Bag is no stranger to internet fame. All it took was Nara Smith pulling it out of her famed kitchen oven to spark another viral moment for the brand. ‘Another’ because, prior to this, the brand installed a giant, wisteria Tote Bag on 159 Ludlow St. in NYC, immediately grabbing the attention of passersby.

Marc Jacobs continuously seems to be at the forefront of marketing trends and its involvement in oversized marketing is no exception. Who knows, perhaps it will create an oversized installation of the owner’s famous bedazzled nails next.

@hypebae

@Marc Jacobs is in their big bag. 👀 #marcjacobs #totebag #hype

♬ original sound – HYPEBAE

Maybelline

Bet you never thought you’d see tube carriages with eyelashes? 

In 2023, Maybelline became an early adopter of the oversized marketing trend by transforming tube carriages on the London Underground into moving advertisements with massive eyelashes. As the trains arrived at the station, the eyelashes were brushed against strategically-placed mascara wands. This oversized marketing stunt gained virality, rapidly, adding an extra layer of fun to people’s commutes. The twist? This was all CGI! 

@maybelline

📣 All aboard the Sky High Mascara Express ✨🚄 After hitting the NYC Streets, we’re taking over London💂🇬🇧 We are on the move with #SkyHighMascara elevating your lash game to new heights🌤️ 🌇 it’s guaranteed to serve limitless lash length 📏 and full volume😍 #Maybelline

♬ original sound – Maybelline NY

Jacquemus

Through recent efforts in social media marketing, Jacquemus has quickly gained traction with its ground-breaking visuals and ideas making the fashion label a major competitor. But what Jacquemus does extremely well is guerilla and oversized marketing.

A lot of Jacquemus’ digital marketing consists of CGI-based images and videos. And only recently has the brand added oversized marketing installations to its roster. Previous use of oversized props include sending giant versions of the Bambino bag racing through the streets of Paris and using CGI to flick through its third book Le Chouchou sprawled out over the gardens of the Palace of Versailles. We think it’s safe to say that Jacquemus is a clear frontrunner of the oversized marketing trend.

@culted

Okay but @Jacquemus bag buses are the only traffic we‘ll tolerate 👜 🎥: @jacquemus #jacquemus #handbag #bags #bagtok #handbags #bagsoftiktok #luxury #bambino #purse #simonjacquemus #paris #ar #animation #vr #fyp

♬ original sound – CULTED

Rhode

Rhode entered the oversized marketing chat with mega-sized versions of its pocket blushes. Designed to fit in one’s pocket, going the opposite way by blowing them up eludes a certain irony that is just chef’s kiss. 

After its first oversized marketing hit, Rhode then released giant versions of its newer Peptide Lip Shape liners. Featuring Tate McRae posing with a giant lip liner for the campaign, Rhode’s take on oversized marketing was nothing short of genius.

@rhode

we’re shaping the world of rhode 🪄 @tate mcrae wears shade lean, a warm medium brown. get yours at rhodeskin.com 💫

♬ original sound – rhode skin

Blank Street

If any brand out there is leading the personal branding race, it’s Blank Street. With several iconic collabs in the bag, including one with THE Sabrina Carpenter, Blank Street knows exactly what its audience wants to see. Next up? Its introduction to the oversized marketing world.

To promote one of its NY locations, the coffee company leaned into the Jacquemus-style by posting an oversized shopping bag in its iconic green colour outside the store, to emphasise the drink’s perfect pairing with retail therapy. 

Oh Polly

It seems the oversized, Jacquemus-style bags weren’t only adopted by Blank Street either.

Oh Polly took to the streets of London with a giant QR code and shopping bag printed with its logo on the front, to capture the attention of passersby and draw their attention to the fashion brand’s upcoming runway show. In true Oh Polly fashion, this oversized marketing campaign was done with elegance and innovation.

@ohpolly

Oh Polly takes over London Fashion Week! Will you be watching the show? 👀✨ #LFW #OhPolly #ohpollyinlondon #ohpolly #fashionweek #fyp #spotted #sparkle #runway #fashionshow

♬ just leave me to bleed – usedcvnt

IKEA

Ikea went big in New York City with a giant version of their iconic blue shopping bag – a massive 19-foot symbol of the brand’s practicality and style. 

This oversized marketing move not only grabbed attention but also turned into an interactive adventure for shoppers! Thanks to augmented reality, people who engaged with the bag could score discounts, blending the physical and digital worlds in a fun, creative way. 

Ikea isn’t new to the oversized marketing game, however. Previous campaigns include an epic 62-foot-tall, 128-foot-wide blue bag on Oxford Street, an exact replica of their iconic Frakta, with two massive handles draped over the side. Creative company Helo, known for working with Asics and Lego, helped bring this oversized marketing stunt to life. The billboard protects workers and the building while being eco-friendly, using PVC-free fabric that will be recycled for a surprise reveal. The campaign celebrates Ikea’s new store and their beloved, 30-year-old bag. 

@highsnobiety

IKEA’s signature blue bag XXL edition 👀 Spotted in Oxford Circus, London, where the Swedish furniture giant will be opening its next store 🪑 #ikea #london #oxfordcircus #billboard

♬ original sound – LaVish✞

Marks & Spencer

To celebrate the opening of its Stevenage location, M&S installed a giant Percy Pig on the roof of the new store, taking Percy’s role as Britain’s unofficial mascot to new heights; literally. Created by Spur, the Percy prop stood at 4m tall and was made entirely out of polystyrene, which meant it was easy to recycle once the campaign was over. 

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