Look Both Ways by stack
In April 2019, Tottenham Court Road turned into a two-way street after 50 years being one-way only. Not long after, the accidents started to happen. Pedestrians who had been long used to a one-way system were forgetting to look both ways. And they were getting caught out. Since the shift, numerous accidents have taken place – some resulting in life-changing injuries. Which is why Stack, the customer acquisition and engagement agency owned by MSQ Partners and based at 90 Tottenham Court Road, decided to do something about it.
It created a new campaign called ‘Look Both Ways’, which launched though outdoor, social and experiential channels. The campaign is a true community initiative. The work features people who work in businesses all along the famous street – from the pub landlords to shop staff, coffee shop baristas to personal trainers. Each eye-catching image shows the ambassadors simultaneously looking both ways across the street.
Stack’s fellow MSQ Partners-agency The Gate provided media support, securing prominent sites along Tottenham Court Road, including the 48-sheet digital displays by Goodge Street station – the scene of one of the most severe accidents so far.
Client: The Fitzrovia Partnership
Lead client: Bee de Soto, Head of Marketing & Communications, The Fitzrovia Partnership
Executive Creative Director: Iain Hunter
Creatives: Dan Smith & Stephen Plaster
Agency producer: Robin Murray
Senior Account Manager: Rachel Furness
Planner: Nicola Nimmo, James Champ
Media agency: The Gate London
Media Planner: Muna Hussen