Lurpak once again turned to Digital Out of Home to promote their latest product range which includes Lurpak Lightest and Lurpak Olive Oil. The multi-format DOOH campaign went live at the start of January across the JCDecaux rail network.

Drawing from the strong visual imagery of the campaign, we have used subtle motion to animate the Lurpak creative. Now a widely used technique across DOOH in the UK, this campaign demonstrates how ‘subtle motion’ can bring creative to life in a new and beautiful way.

Subtle motion is a technique developed by Grand Visual Digital Director, Ric Albert, as a way to make the creative work harder, whilst being subtle enough to not distract drivers in roadside advertising. The first application of subtle motion came about as a result of a Silver medal win at Ocean’s ‘Art of Out Outdoor’ competition for ‘Guardians of the Galaxy’ and was deployed on their ‘Two Towers’ site.

The campaign creative was supplied by W+K with DOOH production by Grand Visual and deployed across JC Decaux rail sites.