THE ROUTE

On the Roads LA Actually Rides

We partnered with Rapha to put its coastal LA campaign, ‘All roads lead here.’, on the exact roads the city rides. Not one site. A route: the boardwalk at Venice Beach, up the Pacific Coast Highway through Malibu, back through Santa Monica, inland to the climbs of Griffith Park.

• Venice Beach, the confirmed start zone for the LA28 Olympic Road Race
• Malibu & the Pacific Coast Highway, the open coastal corridor synonymous with LA road riding
• Santa Monica, home turf, anchored by Rapha’s Clubhouse at 1347 4th Street
• Griffith Park, the confirmed finish zone for both the LA28 Road Race and Time Trial

WALLSCAPE & BULLETIN

Impossible to Miss on PCH

The centrepiece: a Wallscape & Bulletin Domination at Pacific Coast Highway and Entrada in Santa Monica, the gateway corner where the coastal ride into Malibu begins.

We layered in street posters through Venice and Santa Monica and dedicated barricades around the Clubhouse. Repetition built into the rides LA’s cyclists already do.

From the PCH to the Griffith Park climbs,
Rapha owned the road.

Concentrated reach across Venice Beach, Malibu, Santa Monica and Griffith Park. High-frequency visibility to LA’s road cycling community, on their own routes and their own Clubhouse doorstep.

No single hero site. The whole route, owned.

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The post Rapha ‘All Roads Lead Here’: A Coastal Los Angeles Takeover 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.