Victoria University of Wellington // Graduation Campaign // LUMO Labs

Celebrating Achievement at City Scale

To mark the Class of 2025 graduations, this campaign used Dynamic Content Optimisation (DCO) to turn digital out of home into a live celebration of student achievement. Graduates were placed front and centre on billboards across Wellington, Auckland, and Christchurch, with personally submitted imagery of graduates in their gowns rotating in real time throughout the day.

As students prepared for their graduation celebrations, the wider city was invited to celebrate alongside them transforming familiar screens into moments of recognition, pride, and connection. Featuring individual graduate photos paired with a congratulatory message, the activation made each placement feel personal while maintaining scale and consistency.

The result was a highly visible, and emotionally resonant campaign that reinforced Victoria University of Wellington’s community spirit and marked a major milestone in a way graduates won’t forget with graduates seeing themselves up in lights on large format screens.