Flood Re flood campaign tours Manchester on UK’s largest Digital EcoVan

Flood Re is using a 3D anamorphic out-of-home campaign to push household flood resilience in the UK, with Loud! OOH placing the work on the country’s largest Digital EcoVan. The Manchester run delivered an estimated 220,000 impacts and is part of a wider tour targeting communities with existing flood risk.

Why it matters: - Flood Re is trying to shift attention from insurance claims to household resilience as flood risk grows across England. - The campaign targets people in places that already face flooding, making the message local instead of abstract. - The work uses an eco-fuelled moving digital format, tying the media choice to the climate resilience message.

What happened: - Flood Re launched a 40-second 3D anamorphic DOOH campaign called The Living Room. - Creative agency Cavendish Consulting created the campaign and leads public affairs and PR on the wider ReThink Resilience initiative. - Loud! OOH sourced the media placement and ran the campaign on the largest Digital EcoVan in the UK. - The Manchester leg moved through the city centre on a wet afternoon and passed the retail district and Manchester Cathedral’s grounds. - The Manchester run delivered an estimated 220,000 impacts.

The details: - The film shows a brick wall opening into an ordinary living room with striped wallpaper, an armchair, family photographs and a child’s teddy bear. - Floodwater then fills the room and carries the scene away. - The film uses no voiceover and no on-screen statistic. - Roughly 6.3 million properties in England are currently in an area at risk of flooding. - That number is forecast to grow by 2050. - Flood Re was established under the Water Act 2014 as a partnership between the UK government and the insurance industry. - Flood Re has spent a decade making flood cover accessible and affordable for the highest-risk homes. - Loud! OOH recommended a moving digital ad van because the campaign needed to travel to communities rather than stay central London-focused. - The company said anamorphic 3D is normally booked on fixed screens designed around a single static viewing angle, such as Piccadilly Lights in central London. - The EcoVan runs entirely on eco fuel. - Loud! OOH built that requirement into the media plan because of the campaign’s climate resilience theme. - Loud! OOH operates on transparent OOH pricing with zero markup and launched in 2026 with offices in Leeds and London. - The Flood Re campaign is Loud! OOH’s first national placement for a government-backed scheme. - The campaign was also published and highlighted on Ads of the World. - Social links included in the source point to Loud! OOH’s LinkedIn page and X account.

Between the lines: - The campaign leans on spectacle, but the message is practical: flooding is a household risk, not just a policy issue. - The moving van format is part of the strategy, because a static screen would not match the campaign’s goal of reaching neighborhoods directly. - The lack of voiceover and statistics suggests the creative is meant to land emotionally before it argues factually.

What’s next: - The touring campaign is expected to continue through other UK flooding regions this year. - Flood Re and its partners appear set to keep using place-based outdoor media to reinforce resilience messaging where flood risk is most immediate.

The bottom line: - Flood Re is using a mobile 3D outdoor ad to make flood risk feel immediate, local and unavoidable.