This first media buy after the BFF app relaunch had a simple goal: show that BFF is back. Guided by our Find Your People brand platform, we designed the takeover to reach our Yo-Pro audience in the moments that matter most across Boston, Austin, Chicago, and Philly.

By understanding where our audience lives, works, and socializes, we strategically placed the campaign in high-traffic transit hubs, nightlife districts, college neighborhoods, and arts-driven areas—meeting young professionals where they already are.

Our creative team brought the new BFF visual identity to OOH with vibrant, energetic photography, bricks drenched in butter yellow, and signature 3D flower elements that stop people in their tracks—sparking intrigue with an unmistakably BFF takeover.