Industry
Retail
Challenge
As the parent company behind bella, Made by Gather set out to make a bold statement with its first major brand campaign. To transform their practical, space-saving line into a household name, they launched a digital out-of-home campaign that matched the brand’s clever, stylish design.
Results
The campaign didn’t just show up, it broke through. High-impact placements put bella in front of consumers at the right moments, driving major lifts in awareness, consideration and purchase intent, and proving that strong creative paired with targeted DOOH can take an emerging brand mainstream.
Key Product
Demand-Side Platform (DSP), Vistar Creative Studio
Small appliances, big impact
Limited counter space is a common challenge in modern kitchens, but many appliances fail to address it effectively. Made by Gather, the parent company behind bella, has made it their mission to change that, building a brand synonymous with sleek, compact kitchenware that blends function and style. This inspired their “Fits Anywhere. Even There.” campaign—a fun, playful celebration of how bella fits into spots no other appliance dares to reach.
The plan behind the presence
Made by Gather partnered with Vistar Media and its in-house Creative Studio to amplify the “Fits Anywhere. Even There.” campaign through a nationwide digital out-of-home (DOOH) campaign. Together, they developed a multi-layered approach combining high-impact, 3D creative, strategic media placements and advanced audience targeting to bring bella’s compact appliances to life in a way that stopped people in their tracks.
-> The art of fitting anywhere
Vistar's Creative Studio shaped the campaign's vision by bringing bella's small-space promise directly to consumers across a variety of DOOH sizes and formats, whether on their daily commutes, on college campuses or in the heart of Times Square. They cleverly played on the idea that bella's compact appliances can fit anywhere, depicting bella's compact kitchen appliances in everyday and unexpected settings, like a toaster tucked into a bookshelf or an air fryer nestled inside a globe.
-> bella's Times Square takeover
The campaign's centerpiece was a striking 3D anamorphic animation on Times Square's iconic MiFi board. The studio team turned the board's unique dual-panel design into part of the story: a bella toaster slid across the wide base, then rotated to reveal its slim profile, while other bella products floated down the vertical tower—each folding or stacking to reinforce the message that the appliances "fit anywhere."
Vistar Studio handled the complex 3D modeling, animation and lighting, optimizing the visuals for all viewing angles and conditions. Each frame was tailored to maintain impact from every perspective, delivering a memorable brand moment in one of the world's busiest public spaces.
-> Beyond the billboard
The Times Square takeover was only the beginning. bella's message extended nationwide, appearing on high-traffic venues like subways, gyms, shopping malls, college campuses, salons and urban street panels—strategically selected to meet consumers in moments when lifestyle and purchase decisions naturally come together. All placements carried the same visual and verbal messaging, reinforcing bella's clever, space-saving identity across environments.
The campaign also integrated tactical proximity targeting, placing ads near major retail headquarters like Target or Walmart to build brand presence and spark buzz with key retail decision makers. The impact carried beyond the streets, as footage from Times Square and other placements fueled bella's social channels, keeping the conversation going long after the initial launch.
How it all stacked up
bella's campaign wasn't just eye-catching, it actually moved the needle. A brand lift study showed just how much:
- +23% lift in awareness
- +14% increase in consideration
- +17% jump in purchase intent, including a +147% lift in purchase intent among its core audience of Gen Z & young millennials
bella belongs everywhere
From the chaos of Times Square to the everyday bustle of the daily commute, bella's "Fits Anywhere. Even There." campaign proved that when DOOH is executed with strategy, creativity and precision, it doesn't just make a statement, it builds a brand. And while bella may fit anywhere, now, thanks to a smart, standout campaign, it's everywhere people are.