AGCS Case study: delivering Dynamic DOOH for Westfield x Fiji airways with live weather and time-based creative
How do you get people to notice your ads outdoors, especially in high-traffic locations?
You’d be pressed to find someone standing still in a shopping centre. You’re among dozens of stores, and people are mid-conversation, looking for the nearest escalator, thinking about what to do for lunch, you name it. There’s a lot competing for attention, so most screens are ignored.
Just like with short-form advertising, you don’t have time to explain your idea in high-traffic places. Your ads need to get the message across in seconds. Otherwise, it’s just one of many.
We had the pleasure of working with Westfield to build a set of eye-catching Digital Out-of-Home (DOOH) screens as part of a partnership campaign with Fiji Airways. The dynamic creatives were shown across Westfield shopping centres in the US on the west coast, designed to sweep you away from the shopping environment and give you wanderlust to jetset to Fiji.
To really get people feeling that feeling, we couldn’t just produce variations and call it a day. Instead, we designed cohesive responsive ads using programmatic DOOH – ads that could update throughout the day based on live inputs like weather and time, while still looking and sounding like one coherent campaign, and staying recognisable at a glance.
Here’s how we did it!
About
Our team at AGCS includes experienced creative directors, brand strategists, and digital leads with over 15 years of industry experience. By combining human-led design with AI-supported workflows, we deliver:
- Faster concepts and iterations
- More distinctive visual worlds
- Higher quality creative output
TABLE OF CONTENTS:
- But first: Why dynamic DOOH is growing in 2026
- DOOH case study in 2026: AGCS x Westfield x Fiji Airways
- What we built
- Why contextual DOOH works (even without personal data)
- Retail environment: why Westfield works for contextual DOOH
- A practical takeaway: Use dynamic creative thoughtfully
- Other AGCS x Westfield projects
- Dynamic DOOH production services
But first: Why dynamic DOOH is growing in 2026
If there’s one thing we’ve noticed, it’s that people aren’t harnessing DOOH to its full potential!
When you treat DOOH like it was ten years ago, you get the same static results: creatives that blend into their environment (and not in the cool, jump-out-at-you way).
In 2026, DOOH looks so different. Its screen networks, programmatic infrastructure, and measurement frameworks now support campaigns that respond to signals like weather, time of day, and location – not just rotate on a fixed schedule.
That truly changes what you can do with DOOH. Instead of showing the same message to everyone, dynamic DOOH allows brands to align their creatives with the moment, increasing the chance the message doesn’t go unnoticed.
A lot of the focus these days is on online advertising. But large-format DOOH still captures measurable attention when the creative is designed for the environment. One UK study conducted by Lumen Research in partnership with Ocean Outdoor found premium large-format DOOH attracts 5.1× more attention than online display ads.
Disclaimer: Dynamic DOOH won’t fix weak creative. If your concept is strong, live context uplifts it and boosts the chances people notice it, understand it quickly, and remember it later. Specialized agencies can help you with this!
Have a campaign you would like to convert to DOOH? Get in touch and lets discuss how AGCS can help.
DOOH case study in 2026: AGCS x Westfield x Fiji Airways
Westfield’s brief was to create dynamic DOOH screens for a campaign in partnership with Fiji Airways, aimed at encouraging mall visitors to book holiday flights from Los Angeles to Fiji.
The big requirement was to use live data. We needed to integrate real-time weather conditions in Fiji (temperature and conditions), and use that data to drive on-screen visuals and messaging, including background video and copy changes based on time of day and weather.
The role of that live layer wasn’t just technical, though! It was there to make the destination feel alive in the moment, and not like a generic travel ad. We wanted to give shoppers a reason to stop and look.
What we built
When people hear or read “dynamic,” they often picture constantly changing creative.
In practice, constantly changing creative does more harm than good. With too much noise, you give too many messages, weaker branding, and lower recall.
We wanted to avoid that, of course!
To do that, we built a small set of clearly defined creative states. The campaign had a consistent core message (‘Fiji looks good right now’) and a limited number of variables that could change without weakening that message. This way, each version still looked like the same campaign, not a different one.
At a high level, the system had three parts:
1) Live Fiji weather via API
The screens connected to a weather API and pulled live data showing Fiji’s temperature and current conditions.
That data made the destination feel current and specific (“27°C and sunny in Nadi right now”), and gave the creative a clear reason to change, helping the message stay fresh.
2) Time-of-day and weather-driven creative rules
On top of the live feed, we implemented rules so the background videos and messaging could adapt based on Fiji’s conditions and the time of day.
This meant the same screen could shift from bright daytime beach scenes to evening sunsets, or adjust messaging based on current weather. This made it so the campaign could still be recognisable while avoiding the dreaded “same ad fatigue” that causes people to tune out.
Restraint (and balance) is key – if you keep changing your creative, people won’t register your message. If you select the right variables to change, and keep the rest consistent, you’ll be left with dynamic ads that multiply your engagement, not decrease it.
3) Production-ready HTML5 DOOH, built to run reliably
These creatives needed to run in a live environment, across multiple screens, without breaking. If they didn’t show the right information, we knew it would reflect poorly on Westfield and Fiji Airways (and on us, by extent!).
In our Westfield portfolio, we go over the toolchain we use across our work, including HTML5, JavaScript, API integrations, and design and motion tools.
We do this to ensure all AGCS-built creatives run smoothly:
- Keep copy and layout within strict legibility limits (so messages can be read in < 2 secs)
- Test API failure scenarios (for example, if weather data is delayed or unavailable) to avoid blank or misleading screens
- Use motion to guide the eye to key information, rather than compete with it
Why contextual DOOH works (even without personal data)
Contextual DOOH works because it can always be relevant! It doesn’t need to rely on personal data, because it has situational signals to draw from. Just like for all of us making small talk, you can always chat about the weather, time of day, and your surroundings.
In 2026, contextual DOOH is also very practical. People are more and more skeptical of how their information is being used, and campaigns that depend on personal data are known to be slower to launch, harder to scale, and riskier to manage.
But contextual campaigns are faster to deploy, easier to roll out across markets, and avoid many of the legal and technical dependencies tied to audience data. It’s almost a no-brainer to use them!
For this campaign, making the ads feel relevant and engaging didn’t come from identifying each viewer. It came from showing Fiji as it is in that moment, making the message feel timely instead of generic.
Retail environment: why Westfield works for contextual DOOH
There’s a few things you can count on Westfield shopping centres for: high footfall, dwell time, and strong purchase intent. After all, it’s an environment where people are primed to shop. Screens are a powerful way to influence what people pay attention to while they are already deciding where to go and what to buy.
Research on in-store DOOH found 95% of surveyed shoppers felt positive or neutral toward in-store DOOH ads, and showed that both placement and creative execution directly affect recall and engagement. In-store digital signage is also known to increase sales. Results shared at NRF in January 2026 reported an average 8.1% lift based on a four-year study across 237 campaigns using randomized A/B testing (and 30 million receipts).
For travel, the advantage is simple: you’re selling a feeling. A well-timed glimpse of “sunny and 28°C” can create that feeling instantly, alleviating the mental effort needed to picture yourself there.
A practical takeaway: Use dynamic creative thoughtfully
If you’re planning dynamic DOOH, it’s tempting to use every available input. Like we said, in practice, that often leads to cluttered creative, weaker branding, and wasted impressions.
Here are some more effective questions to ask yourself:
- What’s the one message that must land (even if someone only looks for a second?)
- Which context signals could genuinely improve that message (weather, time, stock, price)?
- What can you change without weakening brand recognition?
- What constraints will keep the creative readable in every state?
The more of these you can answer before you get started, the easier it will be to roll out and see results.
Other AGCS x Westfield projects
Our work on the Fiji Airways campaign is another addition to several Westfield projects delivered by our team at AGCS. We’ve also worked with them to create interactive polling screens (with QR participation) and dynamic cinema showtime integrations for AMC Theatres across US locations.
No matter the project, we always champion treating DOOH as a responsive digital experience that adapts to context, rather than a boring static asset that repeats itself.
From our author:
“With all the advancements that have been made in DOOH lately it has become so much easier to be more targeted with your campaign. One creative that can speak to multiple audiences in the way they want to be spoken to. Dynamic DOOH should be considered in all campaign strategies.”
Morné van der Merwe
Managing Director
Dynamic DOOH production services
Interested in exploring dynamic DOOH or just trying to work out what’s practical (and what isn’t)? AGCS can walk through it with you.
Our team has over 15 years of experience creating digital campaigns, and can help you review what you’re trying to achieve, suggest where dynamic inputs would actually improve the message, and show you what it would take to deliver it reliably across your screens.
