lastminute.com

in short:
_ambient advertising for lastminute.com_the advertising consists of the 'lastminute lane', which would be placed on the left of tube esculators,
where people are normally in a rush

in length:
_an advertising brief for the 2008 ycn competition_working in a pair we came up with an 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

_our outcome is to advertise on escalators across the london underground_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