Pack London took IEM Cologne 2026 to the streets of the city that hosts it. Working with ESL, we ran a three-week multi-format campaign through May to drive ticket sales and buzz for the Intel Extreme Masters tournament at the Lanxess Arena, the venue Counter-Strike fans call the Cathedral of Counter-Strike.

A City Primed for the Cathedral of Counter-Strike

The plan combined traditional and non-traditional formats with precise targeting: gaming, retail and culture hotspots, the city’s busiest commuter hubs, and the approaches to the arena itself. By the time the world’s best 32 teams arrived to compete for the $1,250,000 prize pool, Cologne already knew.

The Formats

• Metro & Rail Digital 6-Sheets: Dynamic screens across the metro and rail network in the Deutz Trade Fair Area, minutes from the arena.
• Large Digital Infoscreens: High-impact digital placements at Central Station and the Deutz Trade Fair Area, reaching every wave of arriving fans.
• Premium Columns: Cologne’s iconic advertising columns carrying the campaign at street level on key roadside routes.
• Authorised A1 Street Posters: Street-level poster runs through the city’s gaming, retail and culture districts.
• Central Station Ground Poster: A floor vinyl pointing arrivals straight to the event: IEM Cologne, this way.
• Rail & Roadside Billboards: Large-format coverage on commuter rail corridors and main roads across the city.

Three Weeks to Fill the Biggest Stage in Counter-Strike

Esports audiences are young, urban and mobile, exactly the people out-of-home reaches best. Three weeks of citywide presence put one of gaming’s major international events in front of Cologne at every turn: on the platform, on the concourse, on the street and on the way to the arena doors.

Planning something similar for your brand? Explore our outdoor advertising services or get in touch with the team.

Digital 6-Sheets Rail Billboards

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The post The Cathedral of Counter-Strike: Taking IEM Cologne to the Streets appeared first on Pack London.

When an iconic luxury brand like Wolford marks a major milestone, the world’s most stylish streets become the stage. In celebration of the brand’s 75th anniversary and its renewed creative vision, our team executed an expansive out of home rollout across the key fashion, high-net-worth individual (HNWI) and luxury districts of New York City, Paris, Milan, and Vienna.

Strategic Targeting: Where Fashion Meets Influence

For a brand deeply rooted in luxury and sophistication, placement matters. Our campaign focused on core urban areas where style, culture and premium commerce intersect:

• New York City: Fashion Avenue and chic neighbourhoods attracting both global tastemakers and affluent audiences.
• Paris: Haute couture hubs where fashion heritage is front and centre.
• Milan: The beating heart of Italian style and design.
• Vienna: Elegant boulevards with discerning luxury shoppers and cultural influence.

These metropolitan districts set the perfect backdrop for Wolford’s narrative of timeless elegance and modern reinvention.

Formats That Drive Brand Awareness

To reach audiences at multiple touch points throughout their urban experience, we deployed a dynamic mix of out-of-home formats including:

Digital Bus Shelters
Ground level digital panels in high footfall zones brought Wolford’s visuals to life, capturing attention with clarity.

Static Bus Shelters
Premium street level placements reinforced brand presence throughout prime commuter routes.

MUPIs
Strategically positioned in high footfall locations, these units offered repeat exposure throughout the day – perfect for reinforcing brand recall within luxury locations.

A Celebration Rooted in Heritage and Reinvention

As Wolford steps into its 75th year, the brand’s anniversary campaign does more than spotlight iconic wardrobe pieces – it marks a turning point in creative direction and business strategy. The special installation of the anniversary bodysuit and the broader marketing narrative reflect a renewed emphasis on design heritage, quality craftsmanship and forward thinking relevance in the luxury landscape.

This out-of-home rollout, aligned with Wolford’s strategic brand momentum, brought that ethos to life in the world’s most influential fashion capitals, speaking directly to audiences who value both sophistication and substance.

Big Impressions, Bigger Context

· 18M+ total campaign impressions across four global hubs
· Targeted exposure within fashion, luxury and HNWI districts
· Rich blend of digital and static out-of-home formats
· Amplified Wolford’s anniversary narrative and premium positioning

By placing Wolford at the heart of these distinguished urban landscapes, the campaign didn’t just advertise a product. It put a legacy centre stage.

Planning something similar for your brand? Explore our outdoor advertising services or get in touch with the team.

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The post A Global Fashion Statement: Wolford in NYC, Paris, Milan & Vienna appeared first on Pack London.

When a heritage brand like Mulberry reintroduces an icon, the stage needs to match the moment. For the relaunch of the legendary Mulberry Roxanne Bag – a defining accessory of early 2000s fashion – we delivered a high-impact takeover across the London Underground.

Tapping into the cultural resurgence of noughties style, this campaign was designed to immerse millions of Londoners in Mulberry’s heritage-meets-modern narrative whilst specifically targeting London’s high-fashion districts: Bond Street, Knightsbridge, Oxford Circus, Piccadilly Circus and Tottenham Court Road.

A Full-Funnel Underground Takeover

The execution ensured the Roxanne was unmissable at every stage of the commuter journey, particularly in the districts where high-fashion meets culture. We deployed a multi format strategy to create a consistent brand presence across the network:

Digital 6-Sheets
High-frequency, strategically placed digital panels delivered sharp, eye-level storytelling throughout high footfall corridors.

Digital Ribbon Escalator Domination
Dynamic ribbon formats transformed escalators into fully immersive brand moments – capturing attention during dwell time and reinforcing recall through captivating creative.

Static LEP Escalator Takeover
Full escalator panels takeover on both sides, surrounding commuters with Mulberry’s campaign visuals from entry to platform.

Trackside 16-Sheet Billboards
Positioned directly along platforms, this format delivered bold, high impact visibility to waiting passengers ensuring repeated exposure at key pause points.

Heritage Meets Cultural Momentum

The return of the Roxanne isn’t just a product relaunch – it’s a cultural callback. By aligning with the ongoing revival of early-2000s fashion, Mulberry tapped into both nostalgia and contemporary relevance. Featuring Cynthia Erivo as a modern muse, the campaign amplified the Roxanne’s appeal to fashion forward audiences across London’s most stylish districts.

Results That Travel

With 28 million campaign impressions across one of the world’s busiest transit systems, the campaign delivered both scale and impact reaching fashion conscious audiences at multiple touchpoints throughout their day. From platform to escalator, Mulberry’s message moved with the city – reintroducing an icon to a new generation, while reminding others exactly why it mattered in the first place.

Thinking about your next campaign? See our full range of outdoor advertising services or contact us to talk it through.

London Underground Tube

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The post The Roxanne Revival: Mulberry Reclaims the Underground appeared first on Pack London.

We partnered with Clarks to launch their new PACE shoe range – an energetic, movement-focused line designed to celebrate comfort, style and everyday momentum. To match the energy of the product, we delivered a fast-paced, high-impact Out of Home campaign across London and New York City, rolling out in two phases: a teaser reveal and a hero launch burst.

The result? A global takeover that put PACE at the centre of culture, commerce and commuter life.

A Two-Phase Rollout Built for Anticipation & Impact

Teaser Phase

We kicked off with a disruptive teaser burst designed to spark buzz and early intrigue. Minimal copy, striking visuals and bold colour blocking created a recognisable motif that appeared across both cities before the final reveal.

Main Campaign Launch

Once the intrigue had landed, we unleashed the full creative, delivering scale, clarity and repetition across high-traffic pedestrian, commuter and retail hotspots.

Multi-Format Strategy Across Two Global Fashion Capitals

To ensure PACE was impossible to miss, we deployed a powerful mix of formats built for frequency, dominance and cultural relevance.

LONDON

• Bus Shelters delivering high-frequency street-level visibility
• Westfield London & Westfield Stratford 6-Sheets and Digital Spectaculars reaching premium retail audiences
• Oxford Street Digital Spectacular providing iconic central London impact
• London Underground 6-Sheets saturating commuter pathways

NEW YORK CITY

• Bus Shelters across Manhattan, Brooklyn and Soho
• Prime retail hubs including downtown shopping corridors
• Digital Trucks covering key fashion, arts and nightlife neighbourhoods

Across both markets, the creative strategy ensured consistency, brand recall and bold visibility from morning commuters to late-night city explorers.

117 Million Impressions & Massive Cultural Reach

With a thoughtfully sequenced strategy and placements in the most influential districts of both cities, the PACE campaign delivered:

• 117 million+ impressions globally
• High-frequency exposure in commuter and retail environments
• Extensive coverage in areas popular with Gen Z, young professionals and culture-focused consumers
• Strong brand recognition throughout the launch period

The result was a fast-paced, culturally integrated campaign that matched the energy of the product and embedded PACE firmly into the daily journeys of millions.

A Launch That Moves at the Speed of PACE

From London’s major retail arteries to New York’s creative neighbourhoods, the Clarks PACE launch delivered scale, movement and momentum – exactly what the new footwear range represents.

This multi-format global activation is a powerful example of how Out of Home, street media and digital amplification can come together to create a launch that is everywhere your audience moves.

Thinking about your next campaign? See our full range of outdoor advertising services or contact us to talk it through.

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The post Clarks PACE: A High-Energy Global Launch Across London & New York City appeared first on Pack London.

Pack London proudly executed the second phase of Snapchat’s ‘Less / More’ campaign, deploying a high-impact Out-of-Home (OOH) strategy across London and Manchester. The campaign utilised a powerful mix of static and digital formats, achieving a remarkable 181 million delivered impressions including overshow, and demonstrated our commitment to maximising brand visibility in key urban environments.

Crafting a Powerful Brand Presence in London

We transformed London’s streets, stations, and neighbourhoods into a canvas for Snapchat’s playful messaging, using a diverse range of media formats:

• Roadside Billboards:
  • We strategically placed 48-Sheet and 96-Sheet billboards along high-traffic routes, capturing drivers and pedestrians with colourful, eye-catching designs.
  • Large-format billboards at London’s busiest Rail stations including Kings Cross, Charing Cross, Liverpool Street, Waterloo and London Bridge ensured broad exposure among commuters and tourists.
• Underground Takeovers:
  • The London Underground elements featured a mix of 12-Sheet and 48-Sheet Billboards, delivering consistent messaging throughout key commuter routes.
  • We executed tunnel takeovers at Waterloo and London Bridge stations, wrapping corridors with immersive branded visuals that turned the daily commute into an experience.
• Digital Dominations:
  • At Old Street Roundabout, we activated all four digital faces on the massive digital unit, creating a 360-degree brand experience in a prime tech and creative hub of London.
  • The Shoreditch High Street Digital 96-Sheet provided a dynamic and high-frequency platform, while a hand-painted mural opposite the station delivered an artistic and authentic touch.
• Poster Takeovers:
  • To enhance local engagement, we rolled out framed poster takeovers in key neighbourhoods, further enforcing messaging high-footfall areas.

Making Waves in Manchester

In Manchester, we delivered:

• A newtork of Digital and Static 48-Sheet Billboards in key roadside locations, creating widespread awareness for the campaign.
• Several coordinated poster takeovers ensuring high-frequency exposure in urban hotspots.

Creating Impact Through Strategic Execution

Our approach to the ‘Less / More’ campaign was built around impactful placements, a mix of high-frequency and high-impact formats to create a strategic blend of traditional and digital media. By integrating large-format billboards, dynamic digital screens, and a unique hand-painted mural, we delivered a multifaceted campaign that resonated with diverse audiences at multiple touch points.

Driving Results That Matter

The campaign’s 181 million delivered impressions underscored our ability to amplify Snapchat’s brand message with measurable impact. The ‘Less / More’ campaign showcased the power of OOH advertising, creating a memorable brand experience that stood out in two of the UK’s busiest cities.

Get Your Brand Seen with Pack London

Looking to launch a high-impact OOH campaign? Contact Pack London today and let us help you achieve outstanding brand visibility and engagement!

Want your brand out on the streets? Browse our outdoor advertising services or get in touch.

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The post Snapchat’s ‘Less / More’ Campaign Takes Over the UK with a Bold OOH Rollout for Phase Two. appeared first on Pack London.

Pack London executed an ambitious Out-of-Home (OOH) campaign spanning London and New York City for NIOD, leveraging a mix of static and digital formats to generate maximum visibility and brand engagement.

A Strategic Multi-City Approach

Our campaign focused on high-impact placements in two of the world’s most dynamic cities:

London:

• Static 6-Sheet Bus Shelters: Placed in key commuter zones, delivering consistent brand messaging to daily travellers.
• 48 Sheet Billboards: Commanding attention with large-scale visuals on main roads and high-traffic areas.
• London Underground 4-Sheets: Engaging commuters in the busy tube network, offering frequent touchpoints throughout their journeys.
• Wrapped Taxis: Turning London’s iconic black cabs into mobile billboards, showcasing the brand across the city’s bustling streets.

New York City:

• Digital & Static Bus Shelters: Combining bright digital displays with traditional posters to create a dynamic mix of messaging in prime locations.
• Digital Newsstands: Engaging pedestrians with targeted ads through high-visibility digital screens in busy neighbourhoods.

Why This Campaign Worked

By blending static and digital formats, our campaign achieved:

• High Frequency & Reach: Across multiple touchpoints, ensuring the brand was seen by commuters, tourists, and locals alike with a total 62 Million Campaign Impressions.
• Strategic Placement: Leveraging high-footfall areas such as shopping districts, business hubs, and transport networks to maximise engagement.
• Brand Consistency Across Markets: Adapting the creative approach to suit local audiences while maintaining a unified brand voice.

The Impact

The campaign generated widespread awareness, with the dual-city strategy offering the brand a transatlantic presence. The combination of static visibility and digital versatility allowed us to tailor messaging and achieve a memorable, impactful campaign.

Looking to create a campaign with international impact? Contact Pack London to bring your brand vision to life!

Want your brand out on the streets? Browse our outdoor advertising services or get in touch.

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The post NIOD Goes Transatlantic with OOH in London and NYC appeared first on Pack London.

Pack London executed a striking Out-of-Home (OOH) campaign that spanned six global cities to launch the Autumn/Winter 2024 collection for Martine Rose, blending digital innovation with cultural touchpoints to showcase the brand to a worldwide audience.

London: Immersive & Targeted Advertising

London was at the heart of this campaign, with a multi-layered approach that ensured high-frequency exposure across the city:

• London Underground DEPs & Digital 6-Sheets: Capturing the attention of commuters with dynamic digital displays on high-footfall routes.
• Recording Studios Screens: Aligning with Martine Rose’s strong connection to the music scene, displaying content directly to creatives and culture-makers.
• Electronics Store Window Installations: We designed bespoke installations across several electronics stores with multiple synced screens to showcase Martine Rose’s bold visuals.
• Digital Trucks: Bringing the campaign on the move, showcasing the collection through high-impact digital displays on the streets of central London.
• Exclusive Cinema Screening: Hosted at a vintage cinema store, providing an intimate setting for an invited audience, blending fashion, film, and brand storytelling.

Expanding the Campaign Across the Globe

The campaign didn’t stop in London. It created a splash in key global markets, each with a tailored approach:

• Los Angeles: A striking digital billboard showcased the collection in prime locations, leveraging the city’s high-impact advertising spaces.
• New York City:
  • Digital Trucks and 55″ roadside digital screens offered mobile and static visibility.
  • Electronics Store Installation delivered a compelling window display in central Manhattan.
  • Digital Subway Liveboards brought the brand’s visuals directly to subway commuters, combining artistic creative with daily travel routines.
• Paris:
  • A synchronised digital 6-sheet metro network domination showcased the Martine Rose collection in a bold and unified creative execution, ensuring consistency and impact across the Parisian metro system.
• Shanghai:
  • The campaign reached millions of commuters with a trackside LED network spanning 40 stations and a Station DP Network across 18 key transport hubs. The extensive digital rollout offered a comprehensive brand presence in one of Asia’s busiest cities.
• Tokyo:
  • Digital platform screens at Ginza Station provided a premium advertising space, combining high-quality visuals with high-frequency footfall, reaching a diverse urban audience.

Delivering a Bold, Global Impact

The Martine Rose AW24 campaign harnessed the power of digital media, delivering a unified brand message while allowing for localised impact. The integration of digital spectaculars, dynamic content, and cultural placements enabled the brand to create a buzz across continents, aligning perfectly with the collection’s bold aesthetic and global appeal.

Bring Your Brand to Life with Pack London

If you’re ready to launch a global OOH campaign that reaches millions with dynamic, high-impact media, contact Pack London today!

Thinking about your next campaign? See our full range of outdoor advertising services or contact us to talk it through.

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The post Martine Rose AW24 Collection: A Global OOH Campaign Across Six Cities appeared first on Pack London.

We executed a creative campaign for Oseree’s latest swimwear collection, showcasing it across a network of premium digital 6-Sheet displays strategically located in central Milan. This high-impact, out-of-home advertising initiative captured attention and boosted brand visibility in a bustling urban environment.

Swimwear Season Starts in December

A winter launch for swimwear is no accident. Resort season is booked in December, and Oseree met its audience at the exact moment intent peaks, putting shimmering campaign imagery in front of the shoppers, editors and buyers who define the season.

• Premium Digital 6-Sheets: Bright, high-resolution screens carrying the collection’s colour and shine through the winter streets.
• Central Milan Placements: Strategic locations in the heart of one of the world’s fashion capitals, surrounded by the very audience the collection was made for.

Bold placements in a bustling urban environment captured attention and boosted brand visibility exactly where it counts.

Planning something similar for your brand? Explore our outdoor advertising services or get in touch with the team.

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The post Oseree Showcases Their Latest Swimwear Collection in Milan appeared first on Pack London.

We launched an eye-catching Digital Out-of-Home (DOOH) campaign for Jil Sander, showcasing dynamic content across some of the world’s most iconic digital spectaculars. The campaign captivated audiences in Los Angeles, New York City, Tokyo, and Shanghai. It delivered high-impact visuals on premium digital screens in some of the world’s most well known locations.

A Global Campaign on Iconic Screens

The campaign strategically targeted four bustling cities, renowned for their vibrant streets and unmatched foot traffic:

• Los Angeles, Wilshire Boulevard: With large-format digital displays along Wilshire, we engaged with commuters, shoppers, and tourists, showcasing vivid creative.
• New York City, Times Square: In the heart of Times Square, the towering digital screen presented Jil Sander to millions of visitors, delivering bold visuals in the epicentre of global media.
• Tokyo, Shibuya Crossing: Achieving a true takeover with a seven digital unit domination , the campaign captivated audiences at the world-famous Shibuya Crossing, creating a single, synchronised display.
• Shanghai, West Nanjing Road: Utilising dynamic digital spectaculars in Shanghai’s bustling commercial district, we targeted one of China’s busiest retail hubs.

Campaign Highlights

• Maximum Visibility: Each location offered prime exposure on massive digital screens.
• Dynamic Content Strategy: The campaign delivered tailored messaging and bold creative keeping the content fresh and engaging.
• Unmatched Impact: By featuring in iconic global locations, Jil Sander not only captured in-person attention but also generated a social media buzz, with displays becoming a backdrop for selfies and viral content.

Bringing High Fashion to High Places

This campaign demonstrated the power of DOOH advertising, combining scale, creativity, and strategic placement to connect with millions of consumers. The multifaceted approach allowed Jil Sander to tell its story in a way that was both immersive and unforgettable, reinforcing its position as a global fashion leader.

Want your brand on the world’s biggest stages? Contact Pack London to create your own global DOOH campaign with maximum reach and lasting impact!

Want your brand out on the streets? Browse our outdoor advertising services or get in touch.

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The post Jil Sander Lights Up Global Landmarks with a Spectacular DOOH Campaign appeared first on Pack London.