Fanatics’ 'We’re Still Wearing It' campaign asks Lionel Messi not to hang up his shirt while supporters are still wearing it. The campaign included billboards planned for 12 cities, including Rosario, Barcelona and Paris.
OOH gives the campaign a public-fan-message quality that a normal performance ad would struggle to match. The cities are not arbitrary media markets: they are places with a direct relationship to Messi’s life and career. The 12-city approach gives the campaign emotional geography. Rosario, Barcelona and Paris mean something in the story of Lionel Messi, so the placements are not just reach points; they are references fans can decode.
For Billboard Guide, the useful way to read the story is not just as a campaign or company announcement. It is a practical example of how the outdoor medium is changing: where advertisers can appear, how inventory is packaged, what creative earns attention in public space and what evidence a buyer should request before deciding that a placement is worth the premium.
Why the creative belongs in outdoor
Outdoor is unforgiving of unnecessary detail because many exposures happen while people are moving. The strongest campaigns use scale, location, physical construction or a single visual idea to reduce the amount of decoding required. In this case, the medium is doing more than carrying a resized ad: the public setting contributes to the meaning.
What advertisers should examine
A campaign that looks impressive in a case-study photograph can still be inefficient if the media plan is weak. Buyers should look at the specific sites used, expected viewing distance, pedestrian or vehicle dwell, share of time on digital screens, campaign duration and whether the creative was adapted for each format. If a stunt or special build is central to the idea, production permissions, installation time, weather exposure and maintenance also become part of the media decision.
How to measure it
The right KPI depends on the job the campaign is doing. A high-impact brand idea may be judged with reach, frequency, brand lift, attention or search response; a retail activation may justify visitation or sales analysis; a social-friendly special build can also generate earned-media value. The mistake is to force a single direct-response metric onto every OOH execution simply because it is easy to count.
Fanatics’ 'We’re Still Wearing It' campaign asks Lionel Messi not to hang up his shirt while supporters are still wearing it. The campaign included billboards planned for 12 cities, including Rosario, Barcelona and Paris.
Why is this campaign especially suited to out-of-home advertising?
OOH gives the campaign a public-fan-message quality that a normal performance ad would struggle to match. The cities are not arbitrary media markets: they are places with a direct relationship to Messi’s life and career. The execution relies on characteristics that OOH is good at: public scale, physical context, fast recognition or a memorable real-world object.
What should another brand learn from the execution?
Sports OOH becomes more powerful when geography carries emotional meaning. Location selection can be part of the story, not simply a reach calculation. The transferable lesson is to design for the location and viewing conditions first rather than simply enlarging an asset created for another channel.
How should a campaign like this be measured?
Use metrics that match the objective. Reach and frequency are a foundation, while brand lift, attention, search response, earned media, visitation or sales can be added when the campaign scale and data make those studies credible.
Pricing figures on this site are illustrative planning estimates, not quotes: rates vary by operator, market, availability, timing, and campaign requirements, so confirm current terms directly with the media owner before committing budget. This page was last reviewed on Aug 2, 2026. Report a correction.
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