How we did it
In January 2026, we transformed White Cliffs of Dover into a showstopper to build anticipation for the finale of The Traitors. A large‑scale projection lit up the iconic chalk face with the phrase “The time for chalk is almost over,” a playful riff on host Claudia Winkleman’s signature line from the series.
The display also incorporated the show’s logo alongside dynamic green and red firepit visuals, referencing the “Fire of Truth” mechanic that determines the game’s outcome. Positioned on one of Britain’s most recognisable natural landmarks, the activation drew attention from commuters, locals and media, turning the build‑up to the series climax into a shared public moment.
This projection turned an ordinary landscape into an immersive piece of out‑of‑home advertising, blending humour, cultural relevance and visual impact to elevate the show’s presence beyond the screen.
