Nord & Smith’s booth at the Asia Pacific Media Forum (APMF) 2026 in Bali did not blur into anything. By the second day, attendees were already calling it the most unique, and easily the most cute, booth at the whole event.

The reason was simple. Instead of pitching OOH in theory, Nord & Smith brought a real campaign to life, and let people taste it. Literally. Sitting at the center of the booth was Bakso Gepeng Mas Slamet, the case study behind one of the agency’s most talked-about campaigns of 2025, flown in fresh straight from Cipete. No mockups, no printed visuals standing in for the real thing, just an actual bowl of bakso gepeng handed to anyone curious enough to stop by.

That single decision changed how people engaged. Conference attendees are used to walking past booths with a polite nod. At Nord & Smith’s booth, they lingered, they asked questions, and more than a few came back for seconds. Merchandise and drinks kept the line moving, but the bakso was what got people talking to each other, comparing notes, and pulling colleagues over to try it too. Several attendees were overheard saying it was the booth they most looked forward to visiting each morning of the event.

The energy carried straight into the main stage on 7 August, when Nord & Smith CEO Kavindra Airlangga delivered his session, “Turning a 2,000-Year-Old Medium into an Attention Machine.” The talk itself landed well on substance, walking the room through how data and creativity are turning OOH into a measurable, full-funnel channel. But what pushed the session from good to genuinely memorable happened before Kavindra even said a word.

Scattered under a handful of random seats in the room were empty bakso bowls, planted quietly ahead of time. Whoever found one under their chair had won something real: a free bakso party for their entire office. The room caught on fast, and what could have been a standard keynote turned into a session people were still buzzing about hours later. By the end of the day, multiple attendees had named it the most memorable stage moment of the entire forum, not just for the content, but for how unexpectedly it was delivered.

It is a small detail that says something bigger about how Nord & Smith approaches its own presence at events like APMF. The booth and the stage were never treated as two separate moments. Both were built around the same idea the agency preaches to its clients: OOH, and any brand moment built around it, works best when it gives people something to actually experience, not just something to read off a banner or a slide. Judging by the reactions across the show floor, that idea landed exactly as intended.

Get your OOH campaign planned and executed with the right strategy with Nord & Smith, the data-driven OOH agency you can definitely trust.