There’s a whole lot of Nothing in Bukit Bintang this week

If you’ve been around Bukit Bintang this week, you may have noticed there’s quite a lot of Nothing going on.

The London-based consumer tech brand has rolled out a city-wide out-of-home (OOH) campaign across Kuala Lumpur, putting both its latest products and its newest celebrity ambassador front and centre.

Over in downtown Bukit Bintang, digital billboards are currently featuring pop star Charli xcx as part of Nothing’s global “NOTHING (CHARLI XCX)” campaign. Meanwhile, street-level posters promoting the new Phone (4a) series and Headphone (a) have started appearing around the city. Whether you’re looking up at the giant screens around Bukit Bintang or walking through the city’s busy streets, chances are you’ll run into Nothing.

The local rollout comes shortly after Nothing announced Charli xcx as their first Global Brand Ambassador and a shareholder in the company. According to Nothing, their Bukit Bintang campaign provides the larger-than-life presence, while the wheatpaste-style street posters bring the campaign closer to ground level.

The brand adds that this campaign is a reflection of the brand’s broader strategy of positioning itself at the intersection of technology, design and popular culture, with the goal being to “create moments that feel closer to culture than conventional consumer technology advertising”. One thing’s certain: if you’re spending time around Kuala Lumpur this week, you’ll probably see Nothing.

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