—lastminute.com:

_an advertising brief for a 2008 ycn competition_i worked with another student on this project and came up with this ambient advertising piece

_When we first read the brief from lastminute.com we realised that there was great potential to promote the company through alternative media_Traditional media did not seem to meet our initial ideas so we explored alternative options

_Our outcome is to advertise on the escalators on the London tube system_We discovered that in London the left-hand lane is the fast, rushing lane, which resulted in the ‘lastminute.com lane’ which we later shortened to ‘lastminute lane’_By colouring the escalator 100% Magenta, which would be applied using spray paint or stickers, we would theme half the escalator, creating a lane for the rushing individuals

_This type of advertisement would be highly eye catching, its uses bright colours and is simple which means it can reach all demographics, it's very long lasting, which makes it more cost effective_It can also be placed on many of the London Underground tube stations, which means it will reach a wide audience over a long period of time_This results in the likelihood of more ‘traffic’ through the lastminute.com website, which is the main aim of this campaign