Oversized marketing is taking over streets, screens, and social feeds. Brands are going bigger (literally) to capture attention in a world drowning in content. Giant handbags, towering lipsticks, and super-sized product replicas are becoming the new go-to marketing strategy.
Why Go Big? Because oversized marketing taps into three psychological triggers:
1. It Grabs Attention: You can’t miss a 10-foot lipstick towering over a city square.
2. It’s Shareable: People love snapping and posting these jaw-dropping stunts.
3. It’s Memorable: Bigger often means more memorable.
A standard billboard? Forgettable. A giant perfume bottle taking over a landmark? Unforgettable.
The Shift from Minimal to Maximal
For years, brands leaned into minimal aesthetics - clean lines, subtle messaging, understated visuals. But in the age of viral marketing, brands are realising that subtlety doesn’t always sell. Now, oversized props are taking center stage. The bigger the bag, the more massive the lipstick, the larger the perfume bottle, the better.
But Is Bigger Always Better?
While oversized marketing often creates buzz, there’s a debate to be had. Are we witnessing genuine brand experiences or just a flashy play for attention? Sure, a giant handbag can spark buzz, but does it build long-term brand loyalty? Without a solid brand story or purpose, even the biggest and boldest stunt can fizzle out.
Want to lock down your brand purpose to create campaigns with real impact? It all starts with defining and refining your brand values and identity. Check out our Brand Values Audit Toolkit to do exactly that here.
Who’s Doing It Well?
Jacquemus & Maybelline: CGI Experiences
Luxury brand Jacquemus has become synonymous with oversized marketing. A lot of Jacquemus’ digital marketing consists of CGI-based images and videos. One of the most iconic oversized stunts saw them place enormous CGI versions of their Le Bambino handbags on street corners in Paris, transforming the city itself into an extension of their campaign. Also, to promote their Sky High Mascara, Maybelline transformed London Tube carriages and buses into moving advertisements with massive fake eyelashes. This CGI stunt went viral on social media.
Rhode: Supersizing Your Product
Rhode took things to the next level with oversized versions of its pocket blushes. The irony of these ‘pocket-sized’ blushes being super-sized was just brilliant. They then featured Tate McRae posing with giant lip liners for new Peptide Lip Liners. THIS is how you get creative with a product launch.
Adidas & Louis Vuitton: Retail as an Experience
Retail spaces are no longer just places to shop; they’re architectural statements. Adidas and Louis Vuitton have designed stores that double as immersive brand experiences, using oversized elements and bold design to turn shopping into a shareable event.
Nike & Skims: Larger Than Life Inflatables
Nike x Slawn delivered a legendary inflatable OOH marketing stunt to showcase the new Slawn Air Max 90s in Shoreditch. The inflatables stood at a staggering 10m tall and are seen wearing the exact trainers the artist designed for Nike. To generate hype for their latest swimwear drop, Skims installed a 60ft-long blow-up doll, eerily reminiscent of Kim herself, in the centre of Times Square. These installations instantly grabbed attention, and blew up on socials.
How to Think Big (Without Blowing the Budget)
You don’t need a massive budget to make an oversized impact. Think creatively:
1. Use Unexpected Spaces: Think beyond billboards - how about a giant coffee cup with your branding outside a busy train station?
2. Super-Size Your Product: Blow up your product’s best feature into a conversation starter.
3. Mix Digital & Physical: AR filters can turn any space into an oversized spectacle.
Final Thoughts: Size Matters, But So Does Story
Marketing isn’t just about being seen, it’s about being remembered. Oversized marketing creates experiences, captures attention, and most importantly, feels human. But without a meaningful connection to the brand’s story, the impact can be fleeting.
So, the real challenge for marketers isn’t just thinking bigger, it’s thinking smarter. How can you create oversized moments that not only stop people in their tracks but keep them thinking about your brand long after the photo-op fades?
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