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Ad of the Day: Little Moons gives a hand – and ice-creams – from interactive billboard

By Taruka Srivastava, Freelance journalist

June 14, 2022 | 2 min read

Ice-cream brand Little Moons is handing out the sweet treats to passersby from a rather odd billboard in London.

Little Moons ice-cream billboard

The billboard interacts with passersby

The installation was placed at the Whitfield Gardens site in Tottenham Court Road and is speckled with holes from which generous staff can pop out their arms and share ice-creams.

The out-of-home (OOH) work was created by Lucky Generals and sees staff indulge passersby in thumb wars and high-fives. Tote bags, umbrellas and cinema tickets have also been handed out.

Paul Mallon, head of special ops at Lucky Generals, said: “This was hands down one of the best and most uplifting stunts I’ve worked on.”

Mallon told The Drum that the plan was conceived a few months back, “when the world was going through a particularly grisly time – and all with the idea of giving weary commuters a little lift.”

He revealed that the billboard is stuffed with choreographers to “take things to another level,” but there were technical challenges. “People love free stuff, but on a hot day in central London it caused a bit of a commotion. We didn’t expect Little Moons fans on-site at 6am queuing and had to divert extra stock from retailers.”

Ross Farquhar, marketing director at Little Moons, said: “The public could do with a little lift right now, and there’s no better lift than being unexpectedly handed some Little Moons as you go about your day. Working with Lucky Generals to give Britain a boost has been a joy – they thoroughly deserve a round of applause.”

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