Using technology developed by Esprit Digital, the firm behind the London Underground digital escalator panels, the displays launched yesterday (Monday) with a two-month campaign by Bacardi at sites in Brighton, Leeds and Edinburgh.
With creative designed in conjunction with Clear Channel's Create division, the "High Bright" screens incorporate Esprit's ImageFlow technology, which offers an enhanced image clarity.
High definition motion videos are used on the panel, playing a version of the Bacardi television campaign, which can be instantly updated via the internet. The sites are also more difficult to vandalise than traditional paper and paste. Kinetic, Universal McCann, RKCR/Y&R and Grand Visual were also involved in the project.
The Bacardi campaign will run across other outdoor formats, print, TV and digital, as well as at www.bacardi.com.