Bagel brand New York Bakery Co. has collaborated with Global to release a 3D outdoor campaign.
In a Transport for London (TfL) network first, giant digital 3D bagels are appearing on digital gateway screens above the escalators at London’s Waterloo and King’s Cross St. Pancras underground stations.
Created using anamorphic 3D design technique, the brand’s digital creative accompanies its £2 million marketing campaign that targeted weekday breakfast occasions throughout April.
Developed by creative agency Recipe, the new nationwide multi-channel campaign dubs bagels as the “The Toast of New York” and celebrates the bread as the superior breakfast choice over toast.
“This year’s campaign is very different and incredibly exciting as we are trialling new and innovative displays and technology to help the campaign have the greatest impact possible,” Grupo Bimbo UK’s marketing director Christina Honigfort said. “Celebrating our new Toast of New York campaign with a truly integrated media mix, people are hopefully treated to some creative fun, which is very much what the New York Bakery Co. brand is all about.”
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The campaign also features an outdoor takeover in Waterloo, a mass sampling event, radio and video on-demand content, social and influencer activity.
Global commercial director for outdoor, Chris Forrester, added: “Creativity is in Global’s DNA and we’re always looking for new and innovative products for our advertising partners to make the most of. 3D anamorphic supercharges brand campaigns on our digital outdoor estate and we’ve created stand-out opportunities for marketeers – screens in busy locations with viewing angles and high-quality definition that work brilliantly with anamorphic display.
“We’ve seen amazing designs come to life on Global screens already – including New York Bakery Co’s beautiful bagel campaign – and I’m looking forward to seeing what other brands will do.”
The outdoor campaign was booked by EssenceMediacom.
TfL head of commercial media Chris Reader said: “This new campaign is another exciting step in making our exceptional and innovative advertising estate as engaging as possible. It continues to be a natural home for brands who want to push the creative boundaries and reach a thriving, diverse audience that reflects the capital that we serve. We’re keen to hear what our customers, stakeholders and brands think about this new and engaging advertising option to ensure that we can make any future campaigns as welcoming and appealing as possible.”
