FIX - smoking billboard

In a highly competitive food category where consumers are exposed to hundreds of product messages every day, capturing attention requires more than visibility. For FIX Pro SHPK, one of Albania’s leading processed meat companies, the challenge was to showcase the freshness, flavor, and appetite appeal. We asked ourselves: what if a billboard could make people feel like the food was being cooked in real time?
To bring this idea to life, we developed FIX Smoking Billboard, an outdoor advertising installation that transformed one of Tirana’s busiest locations into a giant live kitchen.
At the heart of the campaign stood a five-meter LED structure displaying five different FIX sausage recipes over a 24-hour period. Each creative featured freshly prepared dishes made with FIX products, presented through dynamic food videos designed to maximize appetite appeal. But the screen itself was only half of the experience.
For the first time in Albania, a custom-built smoke system was engineered specifically for an LED installation. Hidden behind the structure, a tailored smoke machine released controlled bursts of vapor through a specially designed grill mechanism that redirected the smoke with precision. The effect created the illusion that steam was rising directly from the dishes displayed on the screen, turning digital content into a three-dimensional sensory experience. The installation transformed a traditional DOOH placement into a living food spectacle that people stopped to watch, photograph, and share.
Located in the center of Tirana, the activation reached an estimated 45,000 passersby in just 24 hours. To amplify its impact, the campaign was further promoted by a network of influencers who shared the experience across social media, extending the conversation far beyond the physical installation. Combined with the digital campaign, FIX Smoking Billboard generated 1,026,263 video views, more than 600 shares, and widespread organic engagement. More importantly, it introduced a new creative benchmark for Albanian outdoor advertising.
FIX Smoking Billboard transformed the simple act of showcasing food into a sensory spectacle, turning one of Tirana’s busiest intersections into the country's largest kitchen and making freshness impossible to ignore.