Jennie Campaign Connected OOH Campaign with Analog Photography in Seoul

Lotte Department Store combined OOH (Out of Home) advertising with an on-site photography experience for its “As I Am” campaign featuring brand ambassador Jennie at its flagship store in central Seoul.

The campaign explored individuality and personal taste through digital advertising, a photo spot featuring Jennie, and an analog photo booth. Jennie, a member of the South Korean group BLACKPINK and a solo artist, served as the face of the campaign.

Seven three-sided digital media poles in front of the department store carried the campaign into the surrounding streetscape. Each screen face measured 2 metres wide by 6.5 metres high, giving the network 21 display faces and a combined screen area of 273 square metres.

The vertical displays provided a prominent setting for Jennie’s portrait imagery. Their three-sided configuration made the content visible from different directions, reaching pedestrians approaching the store as well as those passing the building. The placement extended the campaign beyond the retail interior and into the public space outside.

Visitors could also take photographs at an “Eternal Log” photo booth. According to Lotte, the film-based booth was a restored analog machine from the 1960s and one of only six across Asia. It offered a physical keepsake alongside the campaign’s digital imagery.

Photography connected the advertising with the visitor experience. Jennie’s image introduced the campaign on the street, while the photo spot and booth invited customers to create pictures of their own. This gave the theme of self-expression a practical form, allowing visitors to participate rather than simply view the promotional content.

For retail marketers, the campaign illustrated how OOH media close to a store can complement activities at the destination. The digital poles provided public visibility, while the photography installations offered a reason to stop and engage. Their proximity created a straightforward path from encountering the campaign to taking part in it.

The combination of contemporary screens and vintage photography also gave the execution a distinctive character. The media poles presented a shared brand message at scale, while the film booth produced an individual souvenir. Together, they connected the campaign’s public presence with a personal experience.