From screens to experiences: Creativity and connection with Big Tree

This post is sponsored by Big Tree.

As the calendar flips to 2026, Big Tree is setting the stage for a new chapter in out-of-home (OOH) advertising – one defined by creativity, connection, and real-world impact. With attention fragmenting, OOH is being reimagined as a platform for real-world experiences people can feel and remember.

2025 was a year full of momentum and milestones. It wasn’t just about visibility; it was about validation. Rather than reacting to change, Big Tree spent the year anticipating it, learning, refining, and evolving alongside clients and audiences.

From breakthrough collaborations to award-winning campaigns, Big Tree showed what happens when ideas move beyond the screen and into people’s lives. Across formats, locations, and brands, the year proved a simple truth: when creativity meets intent, OOH becomes more than media – it becomes an experience.

A year of innovation and impact

Defined by strategic growth and bold media launches such as CuBig @ KLCC Walkway, CuBig @ MRR2 (Ampang), CuBig @ Johor-Singapore Causeway, CuBig @ Jalan Sultan Azlan Shah, Ipoh, and CuBig Gantry @ TRX, these digital sites were built to command attention, invite interaction, and shape public spaces rather than just occupy them.

Big Tree’s expanding DOOH portfolio across key urban touchpoints.

Beyond the physical expansion, Big Tree’s commitment to excellence continued to earn industry recognition. The company won two silver trophies at the MARKies for “From Billboards to Backpacks” and “Dove Ultrasonic Sensor”; and two silvers at the Marketing Excellence Awards for the “Softlan Complete 5-in-1 Immersive LRT Campaign”.

A year of industry recognition for creative excellence.

Equally compelling were the signature campaigns that defined the year. Brands such as Zurich, Coca-Cola, YSL Beauty, CelcomDigi, and Softlan pushed beyond traditional OOH. By integrating API-driven weather technology, real-time displays, sensors, holograms, scent diffusers, and live broadcasts on a moving train, these campaigns showed how the right balance of scale, storytelling, and purposeful technology can make OOH feel timely, contextual, and human.

The key takeaway: OOH no longer stops at being seen. When done right, it invites participation, sparks emotion, and earns attention in ways few channels can.

From reaching audiences to experiencing them

Big Tree’s approach has sharpened around a simple, but powerful shift – from reaching audiences to experiencing audiences.

“After executing campaigns across different brands and objectives, we’ve learned what truly works on the ground,” says Big Tree’s chief operating officer, Stephanie Wong.

“If a client wants awareness, we create a moment of emotion. If it’s a product launch or seasonal campaign, we deliver tangibility. And if they’re looking for engagement, we build talkability – experiences people want to share and remember. Today’s OOH works best when objectives are translated into experiences, not formats.”

Campaigns that have transformed public spaces into experiences.

At the heart of this approach is the belief that public spaces are not just media placements, but stages for brand moments. By blending creativity with technology, Big Tree turns everyday commutes, crossings, and walkways into meaningful brand encounters.

Looking forward: creativity meets community

As Big Tree moves into 2026, its forward momentum is guided by two core pillars: digitalisation and community-focused creativity.

Digitalisation reflects the company’s investment in tech that enables interaction and real-time engagement. From dynamic content to intelligent DOOH, brands can reach audiences in ways that feel timely and human.

Community-focused creativity, meanwhile, speaks to a broader expectation placed on brands today. Audiences want more than messages – they want meaning. By supporting cause-driven initiatives and socially relevant storytelling, Big Tree enables OOH to become a platform for participation, dialogue, and shared values.

Big Tree's chief operating officer, Stephanie Wong, reflecting on a year of ideas, partnerships, and award-winning OOH.

More premium media formats are also on the horizon, which will further strengthen Big Tree’s portfolio. Among them was CuBig Signature @ TRX, a showcase of how scale, interactivity, and design converged to create immersive OOH experiences in one of Kuala Lumpur’s most dynamic districts. It represents where premium DOOH is headed – and where presence meets performance.

Evolving with the medium

Across the world, the OOH industry is converging towards a tech-driven human connection. Screens are becoming smarter, cities more connected, and audiences more responsive.

“OOH is evolving and Big Tree is ready to be a part of this exciting change. Our focus moving into 2026 is on creating experiences that feel relevant and human using technology that simply works, right when and where it’s needed,” Wong adds.

Big Tree views awards and past successes as proof points – a foundation to push further, think bigger, and execute bolder ideas. By combining interactivity, digital innovation, and social relevance, the company continues to redefine what OOH can achieve.

The goal is clear: turn screens into experiences and campaigns into moments people remember.

The future is in motion: Big Tree in 2026

As brands and audiences increasingly seek connection, creativity, and purpose, Big Tree is ready to deliver. With momentum built in 2025 and a bold vision for the year ahead, the company is poised to push OOH further.

2026 is not just another year on the calendar. It is an open horizon – and Big Tree is ready to make it bigger, bolder, and more experiential than ever.