The brief was to announce to the people of Liverpool that getting to London with Virgin Trains had never been quicker. Our response was to turn Europe’s largest digital screen in Liverpool into a live, interactive poster. The copywriter was on site, hidden from passers-by, but had full view of the poster and typed spontaneous lines into a laptop which then appeared instantly onto the poster. The lines referenced what was happening around the poster in real time, making it look as if the poster had a mind of its own. The message about faster journey times was interwoven using Virgin’s cheeky tone.
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