How do you announce the long-awaited sequel to a multi-million-copy bestseller? You stop time in the middle of London. For Penguin Random House, Pack London launched Audrey Niffenegger’s Life Out of Order, the sequel to The Time Traveler’s Wife, with a campaign built around a single image: a clock running backwards.

One Night, Three Landmarks

For one night only, large-scale projections took over three of the capital’s most recognisable locations: King’s Cross Station, Marble Arch and Waterloo Station. Each carried the reversed clock and a line every reader of the first book knows by heart: I love you always. Time is nothing.

The Clock That Ran Backwards

The creative did the storytelling on its own. A clock face turning the wrong way, cast across century-old stone, told commuters everything they needed to know: time travel is back. Against the night, the projections stopped foot traffic at some of the busiest points in the city.

From Landmarks to Bookshop Doorsteps

The spectacle was backed by a two-week run of floor stickers placed outside select bookshops across London, carrying the campaign from the city’s landmarks right to the shop door, exactly where an intrigued reader could act on it.

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

Projections Floor Stickers

Related Campaigns

The Full-Service Campaign for Lost In Light

The Royal Albert Hall’s Tour Campaign

The post Time Is Nothing: Launching Life Out of Order Across London’s Landmarks appeared first on Pack London.

In one of London’s busiest transport hubs, we transformed the everyday commute into an extraordinary musical spectacle. For the launch of the new ROLI Piano, our team executed a dynamic brand activation at King’s Cross Station – turning the iconic concourse into a stage for innovation, performance and human connection.

This activation wasn’t just about visibility; it was about experience, surprise and engagement. Crowds passing through the station were treated to a moment that blended technology, artistry, learning and the joy of live music in the heart of the city’s rhythm.

A Bespoke Build: Classic Meets Contemporary

The centrepiece of the activation was a custom-built upright piano that seemed traditional at first glance – but as viral pianist Julian Cohen’s performance began, the transformation became clear. The upright piano was integrated with ROLI’s keyboard, supported by a full sound system and digital screens that amplified the immersive experience.

This bespoke installation wasn’t just a backdrop – it was a statement, marrying heritage design with state-of-the-art music technology.

Live Music Meets Flashmob Energy

At peak commuter times, the station’s concourse was taken over by a series of electrifying live performances including viral pianist Julien Cohen – a performer known worldwide for his joyful flashmob style and ability to turn any space into a moment of communal celebration.

What began as a solo set soon evolved into a full-on musical event throughout the day:

• Full orchestra and choir elements enriched the soundscape, infusing the activation with cinematic energy.
• Julien’s performance included standout pieces that echoed across the station, catching the attention of thousands of passers-by. (London World)
• Commuter participation was woven into the experience – with performers and spontaneous moments, drawing even larger crowds to stop, watch and share in the excitement. (Verge Magazine)

The atmosphere shifted from rush-hour rush to collective cheer, music and shared wonder.

Interactive Innovation: Music Learning in Action

Beyond performance, the activation spotlighted ROLI’s mission to reimagine how people start learning and playing music. The piano integrated the ROLI Learn App and Airwave, an AI-powered hand-tracking learning tool. Commuters were invited to step up and play their first notes right in the station.

Thanks to the piano’s light-up keys and real-time guidance, even complete novices were able to pick up simple tunes on the spot, turning spectators into participants and highlighting ROLI’s innovative approach to music education.

Turning the Everyday into the Exceptional

What might have been a typical December evening at King’s Cross became something else entirely – a shared moment of wonder, creativity and connection. Thousands of commuters paused, recorded, applauded and engaged with ROLI, creating a memorable intersection between brand, technology and the human love of music. (London World)

This activation wasn’t just about launching a product – it was about showcasing the future of music expression in real time and doing so in a place where people come and go every day. It turned a transit hub into a concert venue, an ad into experience and commuters into an audience.

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

Brand Activation Experiential London

Related Campaigns

The Royal Albert Hall’s Tour Campaign

Boxpark’s Best Served Cold Event Series

The post Turning Commutes into Concerts: ROLI’s Brand Activation 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

Related Campaigns

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Martine Rose’s Six-City AW24 Campaign

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

In July 2025, Pack London was proud to partner with one of the UK’s most iconic cultural institutions – the Royal Albert Hall – to deliver an OOH campaign promoting their behind-the-scenes daytime tours. These tours give visitors a rare chance to explore the history, architecture, and hidden spaces of the world-famous venue.

Campaign Overview

To raise awareness and drive ticket sales, we designed and executed a multi-format out-of-home campaign across London’s busiest transport networks. The campaign combined both reach and frequency to ensure the message connected with Londoners and tourists alike.

Formats included:

• Bus Sides – Engaging commuters and tourists at street level.
• National Rail 4-Sheets – Capturing attention in busy train stations for regional visitors heading into the capital.
• London Underground 4-Sheets – Placed in high-footfall areas across the Tube network.
• London Underground LEPs (Lift & Escalator Panels) – Dominating dwell-time moments with eye-level creative.

Results

The campaign achieved an impressive 13 million impressions, ensuring the Royal Albert Hall’s daytime tours were front of mind for both domestic and international audiences moving through London.

Why It Worked

By combining multiple OOH formats across bus, rail and underground networks, the campaign successfully targeted audiences at every stage of their journey. From the morning commute to tourist hotspots, the creative captured attention and built awareness in moments where people were most receptive.

A Cultural Icon, Front and Centre

The Royal Albert Hall has stood as a symbol of arts, music, and culture since 1871. Bringing the story of its tours to life across London not only highlighted the unique experiences on offer, but also reaffirmed its status as a must-visit destination for anyone in the capital.

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

4-Sheet London Underground 4-Sheet Rail Bus Sides LEP

Related Campaigns

ROLI’s Commuter Brand Activation

The Full-Service Campaign for Lost In Light

The post Showcasing the Royal Albert Hall’s Tour Offering 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.

Bus Shelters Digital 6-Sheets Roadside Stencils Stickers Wildposting

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Athletic Brewing’s London Marathon Campaign

Snapchat’s UK-Wide ‘Less / More’ Rollout

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

We partnered with Self-Portrait to deliver a highly targeted fashion-forward OOH campaign celebrating their collaboration with Kate Moss.

Designed to feel organic, premium and embedded within the fabric of each city, the campaign utilised newsagent window displays across some of the most influential fashion and culture districts in London and New York City.

A Curated Approach to Location

Rather than relying on traditional large-format placements, this campaign focused on highly curated, street-level visibility – placing the brand directly within the day-to-day environments of its target audience.

New York City:

• Nolita
• SoHo
• Lower East Side

London:

• Mayfair
• Fitzrovia
• Soho

These areas were carefully selected for their high concentration of fashion conscious consumers, industry professionals and culturally engaged audiences – aligning perfectly with the Self-Portrait brand and the timeless appeal of Kate Moss.

Premium Simplicity with Maximum Impact

The creative from the Kate Moss Edit was perfectly suited to this format – clean, confident and instantly recognisable.

By leveraging newsagent windows the campaign achieved:

• Repeated exposure through high-footfall pedestrian routes
• Close-up engagement at eye level
• A native, editorial feel that blended naturally into the urban environment

This understated approach created a sense of discovery, allowing the campaign to feel less like traditional advertising and more like part of the city’s visual culture.

Hyper-Targeted, Culturally Relevant

Each location was chosen not just for footfall, but for context. From the luxury retail streets of Mayfair to the independent boutiques of Nolita, the campaign positioned Self-Portrait within environments that reflect its audience’s lifestyle.

This ensured:

• Strong alignment with fashion, retail and cultural hubs
• Increased relevance and resonance with the target demographic
• Enhanced brand perception through premium surroundings

Driving Visibility Through Frequency

With multiple placements across tightly defined neighbourhoods, the campaign delivered high-frequency visibility – ensuring audiences encountered the creative multiple times across their daily journeys.

This approach:

• Reinforced brand messaging
• Built familiarity with the collection
• Supported both awareness and consideration

A Modern Take on OOH for Fashion

This campaign highlights how non-traditional formats can be just as powerful as large-scale media when executed with precision.

By combining:

• Strategic location planning
• Culturally relevant placements
• Refined, high fashion creative

We helped Self-Portrait create a campaign that felt both premium and authentic, perfectly reflecting the spirit of the Kate Moss Edit.

Final Thoughts

In an increasingly digital world, this activation proved the value of tangible, real world brand presence – especially when placed at the heart of the cities that shape global fashion culture.

For Self-Portrait, the result was a campaign that didn’t just advertise – it belonged.

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

Window Advertising Window Vinyl Windowscape

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Mulberry’s Underground takeover

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The post From Mayfair to Manhattan: Self-Portrait’s Kate Moss Edit Hits the Streets appeared first on Pack London.

Pack London partnered with Lost In Light, an immersive art and music event that transformed Shoreditch into a vibrant blend of visuals and sound. This campaign was not just about outdoor advertising. We delivered a 360-degree approach, handling everything from branding and digital strategy to PR and OOH.

Our Multi-Channel Approach

To make Lost In Light a must-see event, we combined eye-catching OOH formats with a robust digital and PR strategy:

Creative & Branding

• Logo Design: Crafted a distinctive logo that encapsulated the event’s vibe, blending artistic expression with a modern edge.
• Creative Assets: Developed a suite of striking visuals for OOH, digital ads, and social media, ensuring a consistent brand identity across all platforms.

Out-of-Home Advertising

• Bus Shelters & Roadside Billboards: Displayed bold visuals on high-traffic routes, ensuring the event captured widespread attention.
• Phone Box Vinyls: Transformed phone boxes into unique street-level adverts, adding to the urban aesthetic of Shoreditch.
• London Underground Billboards: Reached commuters with high-impact messaging at key stations.
• Ticket Gate Domination: A ticket gate domination at Shoreditch High Street, ensuring a memorable brand experience for daily commuters.
• Hand-to-Hand Flyer Distribution: Direct engagement at key events and tube stations, delivering a personal touch to the campaign.
• Clean Stencils: Innovative reverse graffiti stencils added a creative twist, turning pavements into artistic invitations.
• A3 Poster and Flyer Distribution: Targeted shops, bars, cafes, and record shops, aligning with local culture hubs.

Digital & Social Media

• Social Media Setup: Established official profiles on Instagram, Facebook, and TikTok.
• Content Management: Created and managed organic content, ensuring the brand’s voice was engaging and on-trend.
• Paid Digital Campaigns: Ran highly targeted ads across Instagram, Facebook, TikTok, and Google Ads, driving event awareness and ticket sales.

Public Relations

• Full PR Campaign: Delivered a targeted PR strategy reaching major UK publications including Time Out and Hypebeast, ensuring Lost In Light was widely covered across arts, music, and lifestyle media.

The Results

• Massive reach: The OOH achieved a huge 40 million impressions through a strategic blend of traditional and creative formats.
• High Engagement on Social Media: Organic and paid campaigns drove strong engagement, with a steady increase in followers, likes, and shares.
• Extensive Media Coverage: Featured articles in top publications helped solidify the event’s reputation and drove buzz across London’s cultural scene.

Bring Your Brand to Life with Pack London

From concept to execution, Pack London can help you grow your brand with a comprehensive marketing strategy that combines OOH, digital, and PR expertise.

Contact Pack London today to create a standout campaign for your next big event!

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

4-Sheet Frames Bus Shelters Clean Stencils Floor Stickers Flyer Distribution Flyposting Hand to Hand London Rail Roadside Stencils Wildposting

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The Royal Albert Hall’s Tour Campaign

Snapchat’s UK-Wide ‘Less / More’ Rollout

The post Lighting Up The Capital: Pack London’s Full-Service Campaign for “Lost In Light” appeared first on Pack London.

In September 2024, we partnered with Stella McCartney to deliver a bold, high-visibility Out-of-Home campaign across London, Paris, and New York City – three global fashion capitals and key markets for luxury consumers. The strategy centred around positioning the brand in front of high-net-worth individuals (HNWIs) through premium placements in high-fashion districts, ensuring the creative work landed with maximum cultural and commercial impact.

A Provocative Creative Statement

Stella McCartney’s message – “It’s about fucking time” – served as the campaign’s driving force. Provocative, unapologetic, and instantly attention-grabbing, the headline sparked widespread conversation and generated press coverage across fashion and culture publications. The combination of bold messaging and strategic media placement allowed the campaign to resonate far beyond its physical footprint.

City-by-City Breakdown

London

To reach affluent shoppers, commuters, and trend-shapers, we deployed a curated mix of:

• Digital 6-Sheet Bus Shelters in luxury retail and fashion districts
• Large-scale window vinyls offering immersive, street-level brand presence

These formats allowed the creative to shine in high footfall areas, capturing both local and international audiences.

Paris

Positioned in the heart of the European fashion world, the Paris activation included:

• Traditional 6-Sheets in prestige neighbourhoods
• Mirrored installations that created a dynamic visual experience and encouraged social engagement
• A standout wallscape at Galeries Lafayette – Boulevard Haussmann, giving the brand unmissable visibility in one of the world’s busiest luxury shopping zones

This combination delivered a layered, high-impact presence across the city’s most influential retail corridors.

New York City

To connect with style-driven New Yorkers and visiting fashion crowds, we secured:

• Digital bus shelters in Manhattan’s premium districts
• Large-format wallscapes strategically positioned to dominate key intersections

These formats maximised dwell time and ensured the creative message was impossible to ignore.

A Global Statement With Measurable Influence

The Stella McCartney campaign stood out not only for its media impact but also for its cultural one. The bold copy, paired with iconic placements across three fashion capitals, reinforced the brand’s commitment to innovation, disruption, and sustainability-led luxury.

This high-impact, multi-city rollout demonstrates how strategic OOH can amplify a provocative message and turn it into a global conversation. That is precisely what Stella McCartney achieved in September 2024.

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

London NYC Paris Roadside Stella McCartney Stencils Wallscape

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The post Stella McCartney Sets the Tone: A Paris, London and NYC Luxury Impact Campaign appeared first on Pack London.

Pack London partnered with Boxpark to promote their “Best Served Cold” event series taking place over the August bank holiday weekend to deliver a high-impact OOH campaign across London. This exciting event series celebrated music, food, and culture, offering a cool escape from the summer heat and bringing together thousands of visitors.

Our Approach

To generate maximum buzz, we rolled out a comprehensive outdoor campaign that immersed Londoners in the vibe of the event from every angle:

• Roadside 48-Sheet Billboards: Strategically placed along high-traffic routes, these bold billboards captured the attention of commuters and drivers alike, showcasing the vibrant visuals of the Boxpark event series.
• National Rail 4-Sheets: We targeted key rail stations, ensuring the campaign was visible to millions of daily commuters, creating anticipation and drawing crowds to Boxpark.
• Bus Shelters: With high dwell times, our bus shelter ads provided detailed event information and helped build excitement in local neighbourhoods.
• Legal Flyposting: Adding a street-level presence, our flyposter / wildposter frames connected with audiences in a raw and authentic way, perfect for engaging the youthful and urban Boxpark crowd.
• Hand-to-Hand Leaflet Distribution: To drive engagement on the ground, we deployed teams at key events and local Tube stations, offering targeted interaction with potential ticket buyers.

The Results

The campaign delivered:

• Widespread Awareness: Eye-catching creative assets brought the “Best Served Cold” event series into the heart of the city.
• Audience Engagement: The multi-format approach ensured that Boxpark’s message resonated with commuters, pedestrians, drivers, and local residents.
• Event Success: The campaign contributed to a buzzing bank holiday weekend, with packed events and high social media engagement.

Make Your Next Event Unmissable with Pack London

Looking to promote your event with a standout OOH campaign? Contact Pack London today to find out how we can help you drive ticket sales!

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

4-Sheet Frames Bus Shelters Flyer Distribution Hand to Hand London Rail Roadside Wildposting

Related Campaigns

Athletic Brewing’s London Marathon campaign

ROLI’s commuter brand activation

The post Bringing the Heat: Boxpark’s “Best Served Cold” Event Series Lands in London 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.

Billboards Bus Shelters London Underground Takeovers

Related Campaigns

Jil Sander’s global DOOH landmark campaign

Carhartt’s London street takeover

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