This Dave’s Hot Chicken OOH billboard was created to promote a new location while staying true to the brand’s bold, irreverent energy. Rather than relying on a standard “Now Open” announcement, the design turned the board into an experience.
By day, the composition appeared clean and graphic, with subtle illustrations woven into the background. By night, those hidden elements revealed themselves in glow-in-the-dark ink, transforming the billboard into a playful surprise.
The goal was not just awareness, but memorability. The execution invited a second look, rewarded curiosity, and reinforced the cult-favorite personality of the brand.