How our OOH made people actually want another card

Bolt, Visa, and partner banks launched a new card offering 20% off rides and food delivery — a true must-have for big city life. But there was a catch: for most people, another bank card sounded about as exciting as morning traffic on Khreshchatyk.

The problem wasn’t about understanding the benefits, but about not wanting to put in extra effort. Another card felt like an unnecessary hassle, even if the benefits were obvious.

We set out to show that getting the Bolt Visa Card is easier than tackling the everyday struggles people face. Sometimes even absurd ones.

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We focused on outdoor advertising. But instead of simply shouting louder on already noisy city streets, we reimagined the format itself. Billboards flipped upside down, texts appeared sideways, and sometimes we even inserted deliberate typos.

We also created localised boards celebrating the realities of Kyiv’s different districts — from the labyrinth of Metrohrad to the complicated creative souls on Reitarska.

We also created localised boards celebrating the realities of Kyiv’s different districts — from the labyrinth of Metrohrad to the complicated creative souls on Reitarska.

The campaign became part of the city's rhythm: people talked about it, photographed it, and joked about it on social media. It went viral — and most importantly, people opened their phones and opened the Bolt Visa Card.

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