1. Brief
To celebrate and to promote London Fashion Week 2012, the British Fashion Council partnered with CBS Outdoor and Grand Visual to create a dynamic campaign.
2. Response
The campaign integrated a live feed direct from London Fashion Week to Cross-Track Projection (XTP) screens throughout London Underground. For the first time, a dedicated photographer had exclusive backstage access and could wirelessly deliver a series of behind-the-scenes photos direct from the catwalk to the Tube. The campaign was delivered and managed via OpenLoop.
3. Results
By projecting images alongside highlights from the @LondonFashionWk Twitter live feed, the campaign entertained fashion-conscious Londoners during their daily commute.
