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PUBG Mobile's FOOH campaign for the 100th anniversary of the Republic of Turkey dropped the game's giant supply crates by parachute onto skylines in six regions: Izmir, Ankara, Mardin, the Black Sea region, Antalya and Istanbul. We produced it at Clytech, and it passed 30 million views. Below we look at where the idea came from, why it spread across six regions and what other brands can take from it.
FOOH (fake out-of-home) is a social video in which giant products or objects that aren't really there are added to real city footage with CGI. How the format is made, and what shapes a project, is covered on our FOOH production page; here we stay with a single case.
What was the idea behind the campaign?
The campaign rests on one image: the game's giant supply drops, which have become a symbol of the game, float down by parachute over real cities. For players, a supply drop is a prize falling from the sky that everyone races towards. Even for someone who has never opened the game, a huge crate under a parachute reads at a glance.
The campaign turns that familiar game element into a tribute to a century of the Republic, bringing gaming culture into a national celebration. The same film speaks to two audiences at once: players recognise the crate, and everyone else recognises the skyline and the meaning of the day.
Because the image can't exist in real life, FOOH was the natural choice. FOOH builds an impossible scene on top of real city footage with CGI and makes viewers ask "is this real?" within the first second. We explain why the format travels so well in what FOOH is and why it goes viral.
Where did the campaign take place?
The campaign ran in six regions, with the supply drops landing over iconic skylines in Izmir, Ankara, Mardin, the Black Sea region, Antalya and Istanbul. That spread was one of its most important decisions.
The Republic's 100th anniversary belonged to the whole country. A stunt staged in a single city would have narrowed that moment to one city's celebration. Spread across six regions, the campaign lets viewers in different parts of Turkey see a skyline they know, and people who spot their own city on screen have one more reason to share it.
More locations also mean a bigger production. Every location brings its own light, camera angles and silhouette, so on multi-location work it pays to agree a shared visual language early; that is what makes footage from different cities feel like one campaign. We cover these planning steps in order in how to plan a FOOH campaign.
When you choose regions for your own campaign, three questions help. Would the skyline you picked be recognisable even to someone who has never visited the city? Does each location have open sky or clear space where the object can land without cluttering the frame? And do these places really represent the geography of your message? A location list that answers all three simplifies both the shoot plan and the rhythm of the edit.
Why did it work?
The campaign passed 30 million views. It would be wrong to pin a result on a single cause, but as the team that made it, we see four decisions behind it:
- A familiar symbol: The supply drop already means something to players. Instead of inventing a new symbol, the campaign scaled up an existing one.
- A meaningful moment: The Republic's centenary was on everyone's mind, and the idea connected to it from a place of respect.
- Recognisable skylines: Viewers know where they are from the first frame, and a familiar place makes an unexpected object land harder.
- One movement, one sentence: "A giant supply drop parachutes onto the city." The idea needs no words.
In a social feed, viewers decide within moments whether to keep watching, and a giant crate parachuting out of the sky asks a question in the very first frame. All four decisions depend on believable execution. On most of Clytech's CGI FOOH projects our own team films the location, and the CGI element is placed into the footage to match the camera move, the light and the shadows. When permits are needed, we obtain them, or the brand does. With anything descending under a parachute, if the sway, the shadow or the colour of the sky doesn't match the footage, viewers spot the trick straight away. The campaign was produced in vertical format for social feeds.
What can other brands learn from it?
None of this is specific to gaming; the same logic works for a food, fashion or tech brand. The table sets the campaign's decisions against what they could mean for yours.
| Decision | In the PUBG Mobile campaign | For your brand |
|---|---|---|
| Symbol | The game's giant supply drop | Find the element everyone already knows: your packaging, logo, hero product or mascot. |
| Timing | The Republic's 100th anniversary | Match the idea to shared moments in the calendar, and set the tone for days that call for respect. |
| Location | Iconic skylines in six regions | Choose places people recognise in the first frame, and don't squeeze a national message into one city. |
| Movement | A parachute landing | Reduce the idea to a single verb: lands, rises, carries. |
| Format | Vertical, for social feeds | Think vertical from the start, then cut versions for other channels. |
One caution: on national days and commemorations, the brand element should never overshadow the meaning of the day. Here the game element was framed as a tribute; the idea accompanied the celebration instead of borrowing it.
Examples from Clytech
PUBG Mobile, 100th Year of the Republic. To mark the Republic of Turkey's 100th anniversary, we produced a FOOH campaign for PUBG Mobile in which the game's giant supply drops parachute onto iconic skylines in six regions: Izmir, Ankara, Mardin, the Black Sea region, Antalya and Istanbul. Produced in vertical format, the campaign passed 30 million views.
PROJECT VIDEO
Reis Kuyumculuk, giant ring over Galata Tower. We used the same parachute motif in a very different register for a jewellery brand. Because a parachute carries the idea of a gift from the sky, it suits a game reward and a piece of jewellery alike. In this FOOH campaign for Reis Kuyumculuk, a giant golden ring descends by parachute and settles on top of Galata Tower. Blending imagination with the real fabric of the city, the film gives jewellery marketing a cinematic voice and was designed to stop the scroll and get shared.
Clytech is a CGI, FOOH and AI advertising studio based in Istanbul and London. We have delivered 150+ projects for 85+ brands in 15+ countries, and our work has passed 500 million views in total.
Frequently asked questions
Where did the PUBG Mobile FOOH campaign take place?
In six regions: Izmir, Ankara, Mardin, the Black Sea region, Antalya and Istanbul. In each one, the supply drops parachute onto an iconic skyline.
How many views did the campaign get?
It passed 30 million views. We report results using each platform's own counters; no studio can honestly promise how many times a FOOH will be watched.
Do you need filming permits for FOOH?
It depends on the location and how it is filmed. When permits are needed, we obtain them, or on some projects the brand does; we settle this during planning.
What should a brand watch for when using a national day?
The brand element should never overshadow the meaning of the day. Use a familiar element respectfully, choose places people recognise and keep the message to a single image.
Do you produce FOOH outside Istanbul?
Yes. We work across Turkey, starting with Istanbul, and abroad; the PUBG Mobile campaign alone was produced in six regions.
Planning something similar?
A good FOOH puts a familiar element in a familiar place at an unexpected scale. To talk through your idea, send us your brief; a short note covering the goal, channels, the locations you have in mind and the timeline is enough, and we'll get back to you within 24 hours with an approach. If you'd like to see more of our work first, take a look at our company presentation.