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.

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

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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.

For the 2025 London Marathon, Pack London partnered with Athletic Brewing, the leading alcohol-free craft beer brand, to deliver a high-impact campaign that captured the energy and excitement of the world’s most iconic running event.

Strategic Targeting Along the Marathon Route

The campaign focused on key areas in and around the London Marathon route, ensuring maximum exposure to both participants and the thousands of spectators who line the streets. Athletic Brewing’s bold creative stood out across a carefully planned mix of formats designed to engage audiences at every touchpoint.

Formats That Delivered Scale and Engagement

• London Underground D12s, D48s & DEPs – high-frequency placements across the Tube network ensured that runners, supporters, and commuters encountered the brand consistently in the lead-up to race day.
• Clean Stencils – disruptive, street-level messaging directly on the pavements around the marathon route created organic, Instagram-worthy moments.
• Digital Trucks – mobile, high-impact screens travelled to prime spectator zones, delivering dynamic creative and maximising brand visibility.
• Product Sampling – runners and fans experienced Athletic Brewing first-hand with free samples, creating an immediate connection between the brand and the marathon experience.

Results

By combining traditional and guerrilla OOH formats with direct sampling, Athletic Brewing built strong awareness and reinforced its positioning as the go-to alcohol-free craft beer for active, health-conscious lifestyles.

This multi-format, marathon-focused strategy not only achieved standout visibility but also generated real consumer engagement at the heart of London’s biggest sporting event.

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

Digital Trucks London Underground Product Sampling

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The post Athletic Brewing x London Marathon: A Bold OOH Campaign appeared first on Pack London.