Create an interactive poster on Europe’s largest digital screen. The copywriter sat hidden from passers by with full view of the poster. He then typed in spontaneous lines direct onto the screen while moving the cursor, pointing at people, cars and buses around the poster. So it appeared that the poster actually talked to the audience, it’s the first time that this space has been used in this way. These impromptu and personalised lines tied back into the quick journey time message. Headlines include pointing at a bus and saying, “We’re faster than that number 45 bus,” or pointing to a young lad riding by on his bike and the poster saying, “We’re faster than you mate.”

This was a brand building message.