Land O’Lakes Brings Modern Rural America to Urban DOOH

Land O’Lakes Uses OOH Advertising to Repicture Modern Rural America

Creative OOH Brings Modern Rural America Into Urban Public Space

Land O’Lakes is using Creative OOH to address a representation gap between how rural America is often portrayed and how contemporary rural communities actually live.

The campaign takes imagery from Repicturing Rural, a collaboration between Land O’Lakes and Getty Images launched in 2025 through the Modern Rural Collective, and places it in major metropolitan environments.

That makes the OOH Campaign more than a traditional brand-awareness exercise.

The Outdoor Media itself becomes part of the argument: rural imagery is being placed in highly urban spaces where audiences may have limited direct exposure to modern rural communities.

Times Square Advertising Gives the Representation Message Maximum Contrast

The campaign launched during Advertising Week New York, held October 5–8, with imagery appearing in Times Square and other high-visibility locations.

That choice creates a powerful contrast.

Times Square Advertising is associated with global brands, entertainment and dense urban life, while the photography focuses on contemporary rural people, families, businesses and communities.

Placing those two worlds together helps the campaign challenge the assumption that rural America is distant from modern culture.

Digital Out-of-Home Gives the Campaign a Bigger Cultural Stage

Large-format Digital Out-of-Home helps the Repicturing Rural imagery operate at a scale that feels difficult to ignore.

Instead of living only in editorial collections or brand-owned channels, the photography becomes part of the visual landscape of New York.

This gives the campaign a stronger cultural presence and demonstrates how DOOH Advertising can help shift representation by changing what people repeatedly see in public space.

The OOH Campaign Is Built Around a Measurable Representation Gap

The supplied campaign information cites Getty Images’ VisualGPS research as an important foundation for the work.

According to that research, nearly two-thirds of Americans living in rural communities believe advertisers do not understand them.

The same source says only 5% of popular U.S. visuals feature rural locations, despite growing demand for rural imagery.

Searches for rural America images reportedly increased 22% in 2024.

These figures give the OOH Marketing strategy a clear reason to exist: the campaign is responding to a documented mismatch between audience identity and visual representation.

Digital Billboards Put Representative Imagery Into Everyday Urban Routes

The campaign also appears on large-format Digital Billboards in other parts of New York.

This broadens the campaign beyond one iconic Times Square placement and puts the imagery into the everyday movement of metropolitan audiences.

For a project focused on perception, repetition matters.

The more contemporary rural imagery appears in mainstream Outdoor Media, the less unusual that representation becomes.

Getty Images Helps Turn the OOH Media Into a Visual Resource

Repicturing Rural is not only an advertising campaign.

The project is also building a larger visual collection that advertisers, publishers and media organisations can use when representing rural America.

According to the supplied information, the initiative has involved 38 photographers who have produced approximately 3,500 still images and videos.

The collection is expected to continue expanding through early 2027.

Clear Channel Outdoor Brings the Story Into High-Visibility OOH Media

Clear Channel Outdoor is providing the advertising locations for the campaign.

That partnership is strategically important because the campaign’s purpose depends on visibility in places where rural imagery is less expected.

High-traffic urban OOH Media creates that contrast and gives the work a chance to reach metropolitan audiences in public space.

Location-Based Advertising Helps the Campaign Reach People Outside Rural Communities

The campaign is especially interesting as a form of Location-Based Advertising.

The media is intentionally placed in metropolitan markets rather than only in the communities being represented.

That allows the campaign to address perception from the outside in.

Creative DOOH Makes Documentary Photography Feel Like Brand Communication

The imagery has a documentary quality rather than the overly polished look often associated with advertising.

That choice helps the Creative DOOH feel more credible and human.

For a campaign built around representation, authenticity is essential.

Outdoor Advertising Expands Around National Farmer’s Day

Following the New York activation, the campaign is set to extend into additional metropolitan markets around National Farmer’s Day on October 12.

The supplied campaign information does not identify the additional cities or the total number of advertising displays involved.

That national expansion gives the campaign a broader Out-of-Home Advertising footprint while maintaining the same core objective: making contemporary rural life more visible to audiences across the country.

Atlas OOH Can Use High-Visibility Outdoor Media to Shift Brand Perception

Land O’Lakes demonstrates that Outdoor Advertising can do more than promote products.

It can also help brands challenge assumptions and make underrepresented stories more visible.

Atlas OOH can help brands combine Times Square Advertising, Digital Billboards, Location-Based Advertising and high-impact OOH Media to bring culturally relevant stories into major urban environments.

OOH Case Study Takeaway: Repicturing Rural Uses Urban Media to Change the Picture

As an OOH Case Study, Repicturing Rural shows how the location of an image can change its meaning.

Contemporary rural photography appears in Times Square.

Urban audiences see communities they may rarely encounter in mainstream advertising.

Research gives the campaign a clear representation problem to address.

And the wider Getty Images collection helps extend the work beyond a single media flight.

The result is an OOH Advertising campaign that uses urban visibility to make modern rural America harder to overlook.

If your brand wants to use Outdoor Media to challenge perception, tell a more representative story or bring an overlooked community into public view, Atlas OOH can help build an OOH Marketing strategy around location, scale and cultural relevance.