A masterclass we hosted at our office in Amsterdam led to our involvement with at an event JCDecaux were hosting at the Rijksmuseum.

JCDecaux needed engagement, interactivity and entertainment for the presentation of their new Digital out of Home (DOOH) Stories concept. Ultimately, JCDecaux’s DOOH Stories would function like Instagram Stories but would be displayed on their MUPI outdoor advertising panels. A lot of famous influencers were going to be present at the presentation, which included a tour of the Rijksmuseum itself. It was therefore crucial that we developed a method of creating and capturing the magic so JCDecaux could demonstrate the efficacy of their DOOH Stories.

A continuous partnership has since developed that has helped both BMCA and JCDecaux reach new goals.


We wanted to demonstrate just how effective it is for marketing purposes to allow consumers to be close to a humanised brand.

We decided to create content that would demonstrate the DOOH Stories. We also wanted to find a way to capture the magic when an influencer saw their post on a MUPI in a public area.

what we did

We created animated Instagram replies to Stories created by the influencers present at the event. Once the tour of the Rijksmuseum concluded, we had the influencers stand outside the Rijksmuseum next to a MUPI. We then displayed their Stories on the MUPI, as well as the reply animations we’d created. We filmed their reactions to seeing their own social media posts on a billboard like this and the impact the animated replies had. After this, we hosted a keynote about what BMCA/Livecrowd does. From all of this, we created an aftermovie that captured the magic of DOOH Stories and how BMCA had contributed to showcasing the concept’s efficacy.

the results


take a look at the aftermovie to see how we pulled it off.

social media

the influencers present shared
their experience with their
more often than not
with a dash of