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Elizabeth Arden harnesses digital Out-of-Home (DOOH) technology to highlight the damage that pollution can do to skin.

Elizabeth Arden are deploying a two-week campaign across Exterion Media’s digital assets at Oxford Circus to promote the brand’s Prevage City Smart moisturiser.

The initiative comprises pollution-activated digital panels, which display real-time pollution data, supplied by LondonAir, that is pinpointed to the Oxford Circus location.

Facts about the damage this pollution can do to commuters’ skin in the Big Smoke will accompany the live readings in order to encourage those passing by to use Elizabeth Arden products to 'Outsmart the City'.

The innovative campaign was planned and booked by PHD and Talon Outdoor, and delivered by Grand Visual. The posters support a broader project that includes video on demand, print, and digital iterations.