Oxford Circus is one of the busiest stations on the London Underground, its floors trodden upon by thousands of people a week, but it received a bit of a facelift last week as part of the media campaign for Baz Luhrmann’s much marketed version of The Great Gatsby.
The tiles and usual posters were replaced by a full-on eye-encompassing ad for the film, with a decal that gave the illusion that commuters were in an art deco ballroom rather than underground. Digitally printed graphics covered the floors and the ceilings, creating an immersive experience into Gatsby’s world of decadence. The graphics were created by Applied Media, who worked in collaboration with PHD, CBS Outdoor UK, and Kinetic to bring the visually stunning out-of-home advertisement wrap to the station.
Business development director for Applied Media, Larry Walsh said of the campaign:
Within the tube network we are used to seeing advertisements on the vaulted walls and ceiling. With our versatile system, which was also adopted to create unmissable branding at this year’s BNY Mellon Boat Race, we can now complete the circle and help create a full 360° experience within the underground.