In 2024, Charli XCX and Atlantic Records launched the Brat Wall campaign to promote her single “360” and album *Brat*. Centered on a hand-painted Brooklyn mural, the campaign fostered in-person fan engagement and nostalgia for Charli’s early days. Kicked off via TikTok livestream, it featured a surprise performance and ongoing mural updates. The wall became a cultural hotspot and global fan destination, earning landmark status on Google Maps. With a \$113K budget, this OOH-led, multi-channel campaign blurred celebrity-audience lines and redefined fan interaction.

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