Inside the billboard: brands chase viral buzz with real people

Brands are turning billboards into immersive stunts by embedding real people, a tactic Netflix recently used for its The Last House campaign (a man was shown inside the billboard), joining a growing trend that includes Love Holidays’ ex-rugby player stunt. While such vivid, on-brand executions can spark social virality, they risk becoming an overused gimmick if brands chase quick buzz without authentic context.