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The Underground Première

Award: Shortlist

Shortlist / Media / Interaction / 2021

Award: Shortlist

Shortlist / Digital / Physical & Digital

To promote the launch of the new 13ème Rue show Trauma, BETC put digital billboards in Paris’ deepest metro stations. By scanning a QR code on the billboards, commuters were able to watch portions of the series’ first episode for free on their smartphones. Every metre below ground equalled a free minute of the show. The deeper the metro station’s billboard, the more viewers could watch.