Role: Head of Art for Digital at Leo Burnett London
An industry-first interactive experience at street level
The briefHow do you cut through in the most competitive ad space in the country — where brands are flashing, flickering and fighting for eyeballs all at once? You don’t just show up. You make people stop, look, and interact.
Turning passers by into participantsIn collaboration with illustrator Stanley Chow, we brought to life the world’s first fully interactive digital billboard — turning passersby into participants in a one-of-a-kind brand experience.
An outdoor experience like no otherLittle Piccadilly unlocked a playful alternate universe, home to a cast of charming animated characters — each one uniquely created in real time by people passing the ad screens in London’s iconic Piccadilly Circus.
How it workedAs passers by approached the giant billboard, they were invited to create their own personalised avatar using their phone — then watch as it popped up on the big screen moments later, larger than life!
Endless faces, infinite funWith over 300 million possible combinations of illustrated characters and animations, no two creations were ever the same — making each moment on screen completely unique.
— Credits Stanley Chow Illustrator
Ben Lunt Creative Partner