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Giant Body Parts Give Travel Billboards Some Life

Travel agency, Voyages-SNCF, created a series of bizarre billboards throughout Paris that were 3D, interactive body parts – inviting Parisians to flex their curiosity and engage with the advertisements.
These interactive billboards included a giant mouth, a hairy chest and Marilyn Monroe’s leg. The mouth sings the opera, with its large tongue undulating as an opera singer’s would, Monroe’s famous white dress flutters, with her legs underneath, and the hairy chest, placed at a bus top would launch a disco ball and music when pressed. Then there is the muscly bare back of a French rugby player, washing his back with actually soapy water running down the advert.
Voyages launched the billboard campaign to promote their new offer – a train and show tickets combination pack, which brings people “closer to their passions”. The dual ticket initiative is about bringing travelers closer to cultural events like the opera, sports, movies and music.
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Via: psfk

Posters at Bus Stops Collect Change so the Less Well-Off Can Get a Ride

Poverty is an issue that affects every city, where the most wealthy sections of society walk the same streets as the homeless. However, getting the former to give to latter is still a challenge. Schemes such as Suspended Coffees have helped consumers to donate a coffee to those that can’t afford one, and now Troco Coletivo — which translates as Payback Collective — is a new initiative in Brazil, which enables commuters to leave their small change at bus stops or on buses so the less wealthy can use it to travel.
Created by marketing agency Mark+, the campaign has placed bright yellow strips on bus stop posts and bus handrails that have several pockets. Text on the signs lets passengers know that if they have some change, they can leave it in the pouches, and that those who need some can take what’s there. The scheme requires an element of trust, but it’s hoped that the simple project will foster a sense of community spirit. The scheme helps both those who can’t afford to pay for a bus fare to travel, as well as those who find themselves short by a small amount. While it’s possible that some could take advantage, the creators believe that Troco Coletivo is a social experiment that has the potential to become a standard at bus stops across the country, or even the world.
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Via: springwise

Lurpak Launches Experiential Campaign for New Cook’s Range

Arla-owned Lurpak launches a fully immersive experiential and digital campaign targeting “passionate cooks” to promote its new Cook’s Range.
Running from 24 to 26 April, the campaign integrates JCDecaux’s advertising screen Motion@Waterloo, with an interactive experiential campaign, where three celebrity food ambassadors, including Lily Vanilli, Tom Sellers and Valentine Warner will be aiming to inspire visitors to “start their food adventure”.
The high-definition screen at London’s Waterloo station will stream live content captured on the food stand throughout the campaign.
Stuart Ibberson, senior director for BSM at Arla, said: “We’re really excited about landing our new Cook’s Range in such an innovative way, being able to tie into the sense of theatre Waterloo offers and create an industry-first in the process is fantastic. We’re really looking forward to launching our new products to customers old and new and seeing how many food adventures we can inspire.”
Around three million visitors are expected to interact with the campaign and will be encouraged to enter competitions on Twitter using the hashtag #foodadventures after trailing the product at the stand.
Following the London launch, the campaign will roll out at other stations across the UK, including Manchester, Leeds and Glasgow.
This was a fully integrated campaign involving BD Network, Carat, Posterscope, psLIVE, LIVEPOSTER, Wieden & Kennedy, JCDecaux and JCDecauxLive.
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Via: The Drum

Detroit Transforms Its Abandoned Homes into Colourful Bus Stops

Cities in decline often produce a wealth of salvageable material from the rubble of their crumbling buildings. Detroit’s abandoned houses have made headlines and produced a wonderfully sad photo series, and now, instead of just being mined for copper by thieves, their battle-worn doors are being refashioned for a new transit-related project that combines public art and social design. They will now become part of a series of bus stops with the goal being to improve the image of Detroit’s public transit system while, in an upcoming ‘version 2.0,’ implementing modern amenities like GPS markers and solar panels.
According to the Detroit Community Design Center at the University of Michigan Taubman College of Architecture and Urban Planning, an urban design project such as this can actually change many of the messages communicated by the streetscape.
By allowing residents to re-engage with their environment and local artists to expose their art to the public, the bus shelters will “provide an opportunity for riders and residents to create a space of their own making; a choice that will ultimately comment on the state of transportation and the quality of the public realm.”
Via: psfk

JCDecaux Partners with Hachette UK for Twitter Book Club

JCDecaux has struck the first content partnership for its commuter book club, with publisher Hachette UK.

JCDecaux’s @RailBookClub scheme broadcasts book reviews and recommendations, sourced through Twitter, on digital screens in train stations across the UK. The out-of-home media owner launched the club in July 2013. Book publisher Hachette UK is its first partner.

The partnership will have the pair working together to create content for the club. It will give JCDecaux access to signed publications, limited edition manuscripts and other collateral to offer commuters, followers and clients through digital media.

The company will also gain access to authors such as Martina Cole, Jill Mansell and Cressida Cowell for events such as live Q&As, book readings and other one-off events.

Via: Brand Republic

Win Signed and Illustrated ‘How to Train Your Dragon’ Books with @RailbookClub

Hachette UK has been the latest publisher to feature on JCDecaux’s content–led commuter book club, @RailBookClub. The book club invites rail passengers to tweet their recommendations for books to @RailbookClub, which are then run across JCDecaux’s national network of digital screens.
The latest campaign offers commuters the chance to win 11 signed and personally illustrated editions from Cressida Cowell’s How to Train your Dragon series to celebrate the much anticipated 20th Century Fox release of How to Train your Dragon 2. To enter the competition, commuters are invited to retweet the competition tweet and include its unique hashtag.
Moreover, from today pre-release copy will also be running across D6s, Transvision and DEPs.

IKEA Turns Tokyo Monorail into a ‘Party Train’

To celebrate the opening of a new IKEA outlet near Tokyo’s Tachikawa Station, the furniture giant converted the Tama Monorail Line into a “party train”.Lucky customers were selected via a raffle and were welcomed on board by IKEA staff, who played games and quizzes with them. There was even food and drinks, which contributed to the lively atmosphere.

JCDecaux Expands Transvision Network with Second Screen at Victoria Station

JCDecaux is expanding its Transvision network with the launch of a second screen at London Victoria Station. Part of JCDecaux’s investment in premium digital Outdoor, this second Transvision screen will strengthen their London rail portfolio, underlining the importance of the South-East commuter audience to brands.
Delivering a weekly footfall of over 1.7 million, Victoria Station is the second busiest rail station in the UK and operates as two separate termini.  The new screen will be located on the eastern side of the concourse, directly in front of a second experiential zone in the Station, facilitating campaigns that link screens to space.
The addition will bring JCDecaux’s Transvision network to 23 premium screens in 17 stations in the UK, delivering a powerful communications channel for brands to access the affluent, connected commuter audience.
The addition is part of a planned network of 26 Transvision screens in the UK.

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