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Rome is a city where history is everywhere you look – from ancient ruins to Renaissance masterpieces. This city has seen emperors rise and fall, artists redefine beauty, and in the modern day and age, a new kind of visual storytelling is using Rome as its stage: Fake Out of Home or FOOH ads.
Fake Out of Home is the new creative advertising format that combines the real and digital world through CGI. These ads live entirely online, often using popular landmarks as their stage to create hyperreal illusions that feel just believable enough to make you do a double take.
And in a city where every street, fountain, and piazza carries centuries of history – FOOH ads in Rome are a fantastic way to play with scale, perspective, and the unexpected, making this city feel both timeless and futuristic at the same time.
In this article, we’ll look at five standout FOOH campaigns that prove Rome isn’t just a city frozen in time – it’s the perfect canvas for brands pushing the boundaries of advertising and creativity. We’ll explore the best examples, why brands keep turning to Rome as a backdrop for their most ambitious FOOH campaigns, and some tips for launching your own.
5 Best FOOH Ads in Rome
What makes a Fake Out of Home ad stand out? A good FOOH campaign is all about delivering a message that sticks in the back of your audience's mind long after they’ve scrolled past your ad. Here are some of the best FOOH campaigns that have turned Rome into their stage:
1. Giorgio Armani
This Giorgio Armani FOOH campaign brings something fun and unexpected to Rome’s famous streets. In the ad, bright blue animals appear in well-known spots like the Trevi Fountain and St. Peter’s Basilica. A gorilla rows a boat near the Temple of Aesculapius. A rhinoceros walks past the Column of Marcus Aurelius. An elephant and a bear casually wander through a Roman building. It feels like a dream but looks real enough, with the CGI animations even interacting with people in the city, making the scenes feel natural.
What makes this ad work so well is how it uses Rome’s historic landmarks to create contrast. The animals feel out of place yet strangely fitting - something unusual enough to stop scrolling and get people talking. By taking a city known for its timeless beauty and adding a surreal twist, this FOOH ad in Rome becomes something people want to watch, share, and remember.
2. Victoria Beckham
In this next FOOH ad in Rome, Victoria Beckham’s Leather Clutch Bags take over the Colosseum in a way no one would expect. In the FOOH, oversized versions of the bags seem to float out of the monument’s arches, almost as if the Colosseum itself is launching them into the sky. It’s an unexpected mix of old and new - an ancient landmark reimagined as a backdrop for high fashion.
With over 1.6 million views on Instagram, the ad proves how FOOH can serve as an effective brand add-on — extending the reach of a product launch, sparking conversation, and leaving a visual impression that sticks.
A movie theater gets a dramatic makeover in this FOOH ad for Gladiator II. The ad turns the theater into a massive Roman Colosseum, using CGI to bring ancient Rome to life. There are banners, statues, and all kinds of cool architectural details that make it feel like you're stepping back in time.
The ad brilliantly uses a historic place, like the Colosseum, paired with a modern movie that fits perfectly with the location. It shows how fantastic FOOH is at amplifying a campaign by blending something iconic with something contemporary, creating a more immersive and engaging experience for the audience.
4. Adidas
This FOOH ad is all about blending nostalgia with something new. It takes place in Alba, a quiet town in Italy, where a man wakes up to find a group of young people running through the woods. They’re searching for something, and soon, they find it - a floating blue Adidas Italia jersey, gently moving above a rock. Just as one of them reaches for it, an older man steps in and takes it, smiling like he understands its meaning more than anyone. The ad then shifts to a soccer field, where players proudly wear the jersey, showing how football connects generations.
This ad isn’t just about a jersey – it’s about legacy. The floating Adidas Italia jersey feels like a symbol of football’s past and future, something worth chasing. And when the older man claims it, it’s a reminder that the game belongs to everyone, no matter the era. With over 3.2 million views and 250,000 likes, this campaign proves that FOOH can turn a simple story into something unforgettable.
5. Oreo
In this ad, a massive Oreo cookie crashes near the Colosseum like a meteor from space. It’s half-buried in the ground, surrounded by swirling blue and purple smoke, making it look like some kind of snack-related sci-fi event.
The mix of a historic landmark with something completely unexpected makes the ad feel fun and memorable. It’s also a perfect example of how FOOH ads in Rome can turn famous locations into creative storytelling tools while keeping a brand playful and relatable.
6. Bonus FOOH: Jacquemus at Lake Como
Okay, this one’s not set in Rome — but it was too good not to share.
In this standout FOOH ad, Jacquemus transforms the iconic Lake Como into a surreal fashion runway. A boat shaped like the brand’s Bambino bag speeds across the water, seen first from a dreamy hillside window, then up close as it cruises past another boat filled with onlookers. It’s playful, stylish, and impossible to miss.
The video shows a boat speeding across the water, but it’s not just any boat - it’s shaped exactly like the Jacquemus Bambino bag. First, you see it from an elevated window, then up close as it moves through the lake, followed by another boat. Finally, the camera cuts to the inside of a boat restaurant, where diners watch the stylish vessel pass by. It’s a simple FOOH concept, but impossible to ignore. With over 5.2 million views and 315,000 likes, it proves that the more unexpected a FOOH ad is, the more people will remember it.
Why Rome Works for FOOH Ads
You've seen how well FOOH advertising in Rome performs. They rack up millions of views, get people talking, and turn digital illusions into must-watch moments. But why does Rome work so well for this type of advertising?
Rome is one of the most visited cities in the world, attracting over 86 million tourists annually. With people constantly taking photos and sharing their experiences online, the city’s landmarks are instantly recognizable across social media. This built-in visibility is perfect for a creative format like fake out-of-home advertising, which exists entirely online. A well-executed marketing campaign combined with a FOOH ad set against Rome’s famous sites instantly becomes shareable content, amplifying brand reach far beyond the city itself.
Beyond just visibility, Rome’s architecture adds something special to these ads. Landmarks like the Colosseum and the Trevi Fountain already have a sense of grandeur, which gives CGI ads a built-in cinematic feel. The mix of the rich history of the city combined with the digital elements in the ad produce a fresh and unexpected effect - something even an online audience plagued with thousands of average ads would find refreshing.
This approach works especially well, though not exclusively, for luxury brands looking to blend art, spectacle, and exclusivity. By setting their products against timeless architecture, they make them feel both classic and modern, elevating the brand's image in a way that feels organic rather than forced.
Curious about more FOOH Ads in different cities? Check out our blog of the 5 Best Examples of Fake Out of Home Ads in Paris!
5 Things to Consider When Creating FOOH Ads in Rome
So, you're thinking of creating a Fake Out of Home (FOOH) ad in Rome. The city’s ancient landmarks and constant stream of tourists make it a prime location for a memorable marketing campaign. But before you start, there are a few things to keep in mind to make sure your campaign runs smoothly and delivers the impact you're aiming for.
1. 2025 Jubilee
Rome is gearing up for the Rome Jubilee 2025, a major Catholic event that happens every 25 years and brings millions of visitors to the city. The last Jubilee in 2000 saw over 26 million pilgrims arriving, and this year’s event is expected to bring even more. This means larger crowds, increased security, and a city that will be even more packed than usual.
For anyone looking to create FOOH ads in Rome, this can be both a challenge and an opportunity. More people means more eyes on your content, but it also means logistical hurdles like limited access to certain areas and heavier enforcement of filming restrictions.
If you're planning a marketing campaign around this time and planning to incorporate a FOOH ad with it, consider how the increased foot traffic and religious significance of the event could affect both your visuals and your ability to capture content.
2. Permits & Restrictions
Rome enforces strict regulations to protect its cultural heritage. Filming near landmarks like the Colosseum, Trevi Fountain, or Vatican often requires special permits, and authorities strictly enforce these regulations. Unauthorized shoots can result in fines or even legal action.
Because you're using footage of real-world places for your FOOH ad, make sure you have the proper permits before filming. In a lot of cases, you can opt to record footage in public spaces where restrictions are less strict or make sure to plan ahead of time to avoid permit issues. Knowing the legal requirements before your actual shoot will save you headaches and potential fines, making your filming process much smoother.
3. Drone Laws
Thinking of using aerial shots for dramatic effect? Be careful. Rome has some of the strictest drone laws in Europe, especially in the city center. Flying drones near major landmarks or over people or crowds are almost always restricted, and violators face heavy fines or confiscation of their equipment.
Since real drone footage is rarely an option, consider simulating aerial views using CGI or carefully edited stock footage. If your concept involves sweeping shots of the Colosseum or St. Peter’s Basilica, plan for post-production alternatives rather than attempting to film with a drone.
4. Best Times to Shoot
When shooting for a Rome advertisement, timing is everything. Early mornings are the best time to shoot in the city - there’s warm, soft light, and the streets aren’t yet packed with tourists. If you want clean, uninterrupted shots, aim for sunrise when the city is just waking up.
Avoid filming on holy days, festival weekends, or major public holidays, as these events draw huge crowds that could make your footage unusable. On the other hand, if your concept benefits from a busy, lively atmosphere, timing your shoot to coincide with a busy event might actually enhance the final product.
5. Seasonal Considerations
Rome's seasons can make or break the look of your FOOH ad. Spring and fall are the best times for filming - there’s golden light, moderate temperatures, and manageable crowds. Summer, on the other hand, brings harsh midday sun, extreme heat, and overwhelming numbers of tourists, making it difficult to capture clean footage.
If you want your footage to have a specific aesthetic, choose your filming season carefully. A misty winter morning could add a moody, dramatic feel, while an autumn sunset might give your ad a warm, nostalgic glow. Planning around the natural conditions will make your post-production process much smoother and help your CGI elements blend seamlessly with the real world. Weather conditions can also affect the realism of your ad - shadows, reflections, and lighting changes need to match the time of year to avoid an unnatural look.
This is why planning for a concept is important. The season you choose should align with the mood and message of your campaign. Factoring in the natural elements from the start will ensure your FOOH ad not only looks visually cohesive but also resonates with your audience.
Final thoughts
Rome’s rich history and iconic landmarks make it an unparalleled stage for Fake Out of Home (FOOH) advertising. The campaigns highlighted in this article show how brands are using the city’s timeless beauty to create ads that feel both modern and immersive. From playing with the contrast between ancient architecture and digital illusions to leveraging high tourist traffic for maximum exposure, Rome continues to be an effective hotspot for brands looking to make a statement.
For marketers considering their own FOOH ad in Rome, success comes down to strategic planning. Understanding local regulations, choosing the right timing, and embracing the city's unique atmosphere can elevate a campaign from good to unforgettable. As technology evolves, so will the ways brands interact with Rome’s landscape – proving that even in a city known for its past, the future of advertisement is always being reimagined.
Whether you’re focused on marketing for Instagram or looking to tap into the latest marketing trends, Rome remains an exciting and effective canvas for FOOH ads.
