On Friday 31 July, 2026, a powerful 3D anamorphic display appeared on the side of the UK’s largest Digital EcoVan, drawing attention and delivering around 220,000 impacts in Manchester alone. The display, titled “The Living Room”, was part of a campaign by Flood Re to shift the conversation on flooding from insurance claims to resilience.
The 40-second animation, created by independent out of home agency Loud! OOH, toured some of the areas worst affected by flooding in the UK. The goal of the campaign, known as ReThink Resilience, was to raise awareness about the importance of protecting homes from flooding before it occurs. The creative agency Cavendish Consulting led the public affairs and PR efforts for the campaign.
The display featured a brick wall breaking apart, revealing a familiar living room with striped wallpaper, an armchair, family photos, and a child’s teddy bear. Suddenly, water floods in and takes everything. There is no voiceover or statistics, allowing the visuals to speak for themselves.
The campaign aims to shed light on the fact that around 6.3 million properties in England are at risk of flooding, a number that is expected to rise by 2050. Established under the Water Act 2014, Flood Re is a joint initiative between the UK government and the insurance industry, and has been working for ten years to make flood cover available and affordable for homes at the highest risk.
Founder of Loud! OOH, Jamie Roberts, explained the reasoning behind the campaign: “Six point three million homes is a number people nod at and forget by the next junction. An armchair and a kid’s teddy bear is not. We did not want anyone reading a statistic off the side of a van. We wanted them watching a room they recognize disappear.”
The campaign deliberately avoids sensational disaster imagery, opting instead to show the stark reality of a familiar room being destroyed by water. The decision to tour rather than book fixed sites was a strategic one, as flood risk is a local issue and the campaign was targeted at communities that have already experienced flooding.
One of the main technical challenges of the campaign was maintaining the anamorphic depth on a moving vehicle. Anamorphic screens are typically designed for a fixed viewing position, making it difficult to achieve the same effect in a moving vehicle. However, the team was able to overcome this obstacle and deliver a powerful message to viewers.
In addition to its impactful message, the campaign also prioritized sustainability. The EcoVan runs entirely on eco fuel, aligning with the campaign’s message of climate resilience.
Roberts emphasized the importance of out of home advertising for this campaign, stating, “You can scroll past a post and skip a pre roll after five seconds. You cannot skip a street. When the whole barrier is people assuming flooding happens to somebody else, the honest answer is to physically bring it to where they are standing. That is the argument for out of home and it is the reason this brief only worked outdoors.”
Loud! OOH, which was founded in 2026 by Jamie Roberts, operates on published rates and adds no markup for billboard, London Underground, and DOOH advertising. Flood Re was the agency’s first national campaign for a government-backed scheme. The campaign has been published and featured on Ads of the World, where viewers can watch the full video.
About Loud! OOH:
Loud! OOH is an independent out of home advertising agency with offices in Leeds and London. It was founded in 2026 by Jamie Roberts, who spent 20 years in advertising, including a period at Google and the last six in out of home. The agency aims to combat pricing opacity in the industry by publishing all rates on its website without any markup. Rates can be found at loudooh.co.uk/pricing.
About Flood Re:
Flood Re is a joint initiative between the UK government and the insurance industry, established under the Water Act 2014 to make flood cover available and affordable for homes at the highest risk of flooding.
