27 October 2026 Faux OOH just got a rulebook. Now what? CGI ads that never existed, built on people not being sure. Now the law says you have to tell them. Real for proof, fake for reach.
19 October 2026 The deal behind the billboard A bus shelter arrives in a city and the city pays nothing for it. Who owns the furniture, what each route costs, and why almost no city will tell you what it earns.
12 October 2026 Who says yes? Five routes onto the street Five ways onto a street, and only four involve somebody saying yes. Who owns the surface, who to ask, and who pays when nobody did.
17 September 2026 The poster war: how Amsterdam’s wild posters carved up a city they did not own Two Amsterdam poster crews went to war over walls neither of them owned. And then, one of them got a licence from the authorities.
10 September 2026 Where guerrilla marketing came from Guerrilla marketing was named in 1984. Amsterdam archives show us the trade is a century older. From an 1875 complaint to a wall for rent in 1915.
27 August 2026 Green graffiti, reverse graffiti, chalk stencils: what’s the difference? Reverse graffiti, green graffiti, chalk stencils: clients mix them up all the time. Here is what each technique is, how long it lasts, and how to brief correctly.
20 August 2026 OOH marketing for startups: how to create street-level buzz without a huge media budget MOJU, Le Smash and JUNI all prove the same thing: the right streets make a small brand impossible to miss. Here's how each one did it.
11 August 2026 What makes a special build actually work Three brands, three special builds, one same result: people stopped, looked twice, and remembered it. Here's what makes a special build worth stopping for.
04 August 2026 Beyond Europe: what it takes to run street marketing globally Every new market comes with its own rules, its own risks, its own learning curve. Here's what it actually takes to make it work, city by city.
28 July 2026 You don’t need to sponsor the marathon to own the city You don't need a sponsorship to win a marathon weekend. Here's how street marketing puts your brand where the crowd actually is.
21 July 2026 Fintech marketing: why trust starts on the street Physical presence builds the trust that fintech and crypto brands need. See how brand activations can do that in person.
14 July 2026 Creatively spot-on: when the location inspires the projection The best projection campaigns aren't just about the light. They're about how you play with the spot you choose. Here's why location should shape your creative.
07 July 2026 Fashion week marketing without a runway show You don't need a runway show to own fashion week. Here's how brands show up on the streets.
02 July 2026 How to reach your audience during the summer holiday Your audience doesn't stay home all summer. Here's how brands follow them to where they actually are.
25 June 2026 Programmatic DOOH: how flexible is it really? Most brands treat programmatic DOOH as screen buying. But it can do much more, such as location-specific creative, time triggers, and weather activation.
16 June 2026 Beauty brand activations: why more brands are choosing the street over the billboard Beauty brands are rethinking how they use the street. Not just posters and wall space, but real moments people stop for, interact with, and post about.
08 June 2026 World Cup 2026 brand activation: The street opportunity not to be missed When the World Cup kicks off, cities transform. Here's why the street is the smartest World Cup activation, and how mobile projection lets you follow the crowd.
01 June 2026 Take me home: The case for interactive wild posting The best wild posting campaigns don't just get seen. They get taken home. Here's how you turn a street poster into a collectible that fans distribute for you.
12 May 2026 QR codes in OOH: Why they usually fail. And why this one worked. QR codes in OOH often underperform. Here's why we usually advise against them. And why Icelandair's campaign was an exception.
25 March 2026 Introducing Wallscapes: New and Old Formats in Paris! There is a lot of interesting things happening in Paris, so we think it is a perfect opportunity to introduce you to our old & new formats in the city of love!
17 February 2026 Leveling up: Welcome to Paper Trails Agency Did you know that we started out in what was little more than ''broom closet'' in a shared warehouse?
05 November 2025 Digital Guerrilla Marketing Guerrilla formats but in the digital form have been gaining popularity amongst many brands, LED Trucks, AdWalkers or even AdBikes turn heads...
23 October 2025 Guerrilla Marketing: Tactics and Inspiring Examples Guerrilla marketing is all about creativity, surprising actions, and strategic execution. By thinking beyond traditional channels, brands can leave a lasting impress
09 September 2025 Once Again We Arrived At Copenhagen Fashion Week! During Copenhagen Fashion Week, we supported Pandora, Miild, Almada Label and Ace & Tate with a strategic Wild Posting campaign all across key neighbourhoods.
18 August 2025 History of Wild Posting Putting up posters in unexpected city spots and open walls is one of the earliest forms of guerrilla marketing.
06 August 2025 Introducing Lumen Trails! We’re proud to introduce Lumen Trails, our newest addition to the street marketing family specialising in the most creative Wild Projections.
11 February 2025 Exciting News: Paper Trails Berlin is Live! Last December, we launched Paper Trails Berlin, our dedicated platform for the German-speaking markets—covering Germany, Austria, and Switzerland. Now it’s time to
11 February 2025 Nike x Amsterdam During the Amsterdam Marathon, we brought Nike’s energy to life with bold street art installations along the route.
10 December 2024 About Us In the Netherlands, there's a saying: "Stop binnen de lijntjes denken." Translation? "Think outside the box." That's Paper Trails' mentality.
17 May 2024 Opening our new Amsterdam Office We are thrilled to announce a significant milestone in the journey of Paper Trails. We have always prided ourselves on our creativity, innovation, and ability to del
18 April 2024 Why Wild Posting Is the Ultimate Guerrilla Marketing Tactic for Album Launches Are you gearing up for the release of a new album? In today's competitive music industry, standing out from the crowd is essential
17 March 2024 Our favorite Wild Projections so far Wild Projection is an amazing way to capture attention. It creates a big impact, involves your brand, and offers a unique experience for marketing. It’s sure to get
