Region: United States | Date: October 30, 2026 (entries through November 24)
Columbia Sportswear, with adam&eve\TBWA, has launched ‘Don’t Panic Room’, a campaign and contest that challenges outdoor enthusiasts to prove their survival skills for a chance to win a 40-foot by 8-foot off-grid bunker made from a modified shipping container and stocked with Columbia gear, tools and survival essentials. Large-format billboards carry the blunt line “Sam, Jeff and Peter may have their bunkers. Maybe it’s time someone useful got one,” riffing on elite bunker-building culture. The campaign pairs oversized roadside OOH with a film featuring CEO Tim Boyle, directed by Benji Weinstein, and an Instagram/columbia.com/bunker contest running until November 24, 2026.
Why it matters: The execution shows how OOH can anchor a fully integrated, news-worthy campaign — using a simple high-contrast billboard message to drive a contest, social participation and earned media around a culturally relevant idea.
Source: Local OOH
