Large fixed screens and precisely defined viewing positions are usually selected for 3D campaigns so that the visual illusion works as intended. For The Living Room, Flood Re chose a different format, placing the animation on the largest digital EcoVan in the United Kingdom and sending it into areas that had already been exposed to flooding.
The side of the vehicle displays a living room with striped wallpaper, an armchair, family photographs and a child’s teddy bear. The animation lasts 40 seconds, beginning with a brick wall opening and ending with water entering and gradually taking over the space. Without narration or statistics on the screen, the threat of flooding is presented through an interior that looks familiar and ordinary.
The Living Room is part of the national Flood ReThink initiative, through which Flood Re aims to shift the conversation from insurance and repeated repairs towards protecting homes earlier. The organisation states that the initiative is active throughout the year, while the tour continued in late July and early August with visits to Gloucester and Pontypridd.
The creative concept was developed by Cavendish Consulting, which also led the production, public relations and public affairs for the campaign. Independent out-of-home agency Loud! OOH was responsible for media planning and buying. Instead of a premium digital site in central London, the agency proposed a vehicle capable of visiting cities and communities where the risk of flooding is not an abstract issue.
One of the first stages passed through central Manchester, alongside shopping streets and Cathedral Gardens. According to the agency, that part of the tour generated approximately 220,000 impressions. The rainy day further connected the content on the screen with its surroundings, but the creative idea itself was not built around images of a major disaster. The room contains no collapsing structures, cars being carried away by water or other elements typical of dramatic depictions of flooding.
According to campaign data, approximately 6.3 million properties in England are located in areas exposed to flood risk, and that number is expected to rise by 2050. Flood Re was established under the UK Water Act 2014 as a joint initiative between the government and the insurance industry, with the aim of ensuring that flood insurance remains available and affordable for households facing the highest risk.
For Loud! OOH, which was launched in 2026 and operates from Leeds and London, this is the first national campaign for a government-backed programme. By choosing a moving screen, the agency sought to connect the media location with the nature of the problem, bringing the message into communities where the consequences of flooding are already part of local experience.
