Lyle & Scott runs Wear It Your Way inside the carriage
Editorial fashion photography on tube car panels, read repeatedly across a journey rather than glanced at once on a platform.
Fashion · Brand awareness
- Brand
- Lyle & Scott
- Objective
- Brand awareness
- Formats
- Tube car panels
- Sector
- Fashion
The challenge
Wear It Your Way is a campaign about individual style and emerging UK creative talent, and that is a proposition with something to say rather than a single product to show. It needed a format where an audience would spend longer than a passing glance with it.
The strategy
Buy the journey instead of the station. Tube car panels sit above the windows in the carriage, at the eye line of anyone standing, and they are read repeatedly over the course of a journey by an audience that is not going anywhere. That suits editorial photography and a line of copy far better than a site passed at walking pace.
The execution
Landscape panels ran above the door and window line, directly above the line diagram, on the Metropolitan line. More than one execution ran under the same idea, each a full-width editorial photograph with the wordmark set quietly to one side — a composition that works in a long, shallow frame in a way a cropped portrait image would not.
The work
How this kind of campaign is planned
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