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Blow Design collaborated with artist Ken Lo to transform XGD Media's 26W and LFR billboards into digital art canvases, showcasing the "More Hugs" digital art project across two of Hong Kong's most visible LED screens.
This campaign demonstrated the potential of outdoor billboards as a medium for public art and cultural expression — not just commercial advertising. The use of commercial LED screens for art has a rich history internationally, from Jenny Holzer's Truisms on Times Square in 1982 to Hong Kong's own "Artificial Landscape" exhibition on the SOGO screen. XGD Media's participation in projects like "More Hugs" places the company at the intersection of technology, art, and public space — contributing to the cultural landscape of Hong Kong's commercial districts and creating opportunities for creative practitioners to reach audiences at unprecedented scale.
By hosting digital art installations alongside its commercial billboard campaigns, XGD Media demonstrates the versatility of its LED network and its commitment to enriching the visual environment of Central and Causeway Bay beyond pure advertising. These cultural activations also generate significant media coverage and social media engagement, adding earned media value to the billboard network.
