Meanwhile creates a popping OOH for Tombola

Tombola’s The Bubble Wrap Billboard is right on trend with its focus on the sensory sell

Meanwhile, with production/execution support from BUILDHOLLYWOOD, as part of the broader “Tombola presents…” campaign, has unveiled what it’s billing as ‘the world’s first interactive bubble-wrapped billboard’.

Installed in North London (Hornsey Road) in late May 2026, it invited harried commuters and passers-by to pop the bubbles for a moment of sensory delight and tactile fun amid the daily grind.

The activation turned outdoor advertising into a 'participatory playground', a nod to Tombola’s mission to inject “a spark of fun” into everyday life. It was live for a short window (launched May 26, running until May 30) but it got us thinking.

Tombola has leaned into playful, high-energy brand campaigns before, including dance-filled spots directed by Big Red Button that capture the euphoric lift of a quick gaming session. This campaign, however, builds on that by moving from screen to street, evolving passive brand messaging into interactive experiential stunts. 

Our Take

There’s been a bit of a trend of late in interactive billboards. Netflix knitted one, while Selleys used the medium to give a very literal example of its sticky product.

This kind of playfulness is designed to be sharable and analogue in our digital-saturated world. 

Popping bubble wrap is in keeping with this, acting as a universal stress-reliever and a form of public art while bringing in a bit of sensory joy.

In a post-pandemic world craving tactile reconnection, Tombola’s effort is playful rather than gimmicky.