We launched an international out-of-home campaign across London, New York, Paris, Melbourne, and Sydney to introduce Our Place to new audiences. With low awareness in these competitive markets, the challenge was to pair high-level brand statements with clear value props (non-toxic materials, high performance) in the fast, clever language the medium demands. I led all copy and co-led creative concepting, driving stronger awareness and double-digit growth in the UK and Australia, and positioning Our Place as a challenger brand on the global stage.