The ‘Babybel Yourself’ concept was adapted for a digital out-of-home experience in cinema foyers across the UK over 3 weekends. Large touchscreen digital billboards with built-in cameras enabled users to upload their face to the billboard and see their faces morphed into a laughing cheese. They could interact with their laughing cheese by tickling and poking it.

When it was time to watch the movie, users could end their experience and save the cheese via a QR code or short URL. They could use the code or URL later to access their cheese and continue their experience wherever they were.