Digital Escalator panels are a new format on the London Underground. They're central to plans to transform the way advertising captures and captivates consumers on the move. However, innovation can be daunting. The opportunity to run moving images on state of the art screens in some of the capital's prestige locations should have been compelling, but planners were confused. Media agencies seemed unsure, and a little reticent to try them. We needed a different approach. These screens were already being installed. We needed to exploit the creative potential to sell the medium
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