When hundreds of thousands of fans descend on Wembley for one of the biggest music events of the year, the opportunity for brands goes far beyond simply being seen.
It’s about becoming part of the experience.
That was the thinking behind our recent partnership with Sol de Janeiro, which saw the global beauty brand take over key fan routes around Wembley during Harry Styles’ record-breaking 12-show residency.
Putting Sol de Janeiro at the heart of the action
Harry Styles’ Wembley shows created a major cultural moment, bringing huge audiences together across a sold-out run of concerts.
For Sol de Janeiro, the objective was to create a presence that matched the scale and energy of the occasion.
Working with Outdo, the brand secured 360° coverage across our exclusive Wembley banner network, positioning Sol de Janeiro creative along key routes used by fans travelling to and from the stadium.
Rather than relying on a single advertising touchpoint, the campaign created repeated opportunities for concertgoers to encounter the brand as they moved through the Wembley environment.
The result was a bold, highly visible presence surrounding one of the summer’s biggest entertainment events.
Extending OOH beyond the physical environment
The campaign didn’t stop with the banners.
Geo-fencing complemented the physical OOH activation, enabling the campaign to reach relevant audiences digitally before, during and after the event.
Combining physical presence with location-based digital targeting created a more connected campaign journey. Fans could encounter Sol de Janeiro on their way to Wembley, around the stadium and through their digital experience surrounding the event.
It demonstrates how modern OOH can work as more than a standalone medium. Physical placements can provide the scale and real-world impact, while digital activation extends reach and creates additional opportunities for engagement.
Emily Traviss
Senior Campaign Manager
August 7, 2026
