Elizabeth Arden is using live pollution data in a digital outdoor campaign to alert Londoners to when levels are high and emphasize the benefits of using one of its products.

The campaign for Prevage City Smart Hydrating Shield SPF50, which claims to neutralize the impact of environmental and oxidative stress on the skin, is running on digital escalator panels and a digi-wall at London's Oxford Circus underground station. Created and produced by digital out-of-home specialist Grand Visual, the campaign provides pollution facts and statistics, with the call to action to "Outsmart the City" and protect skin against pollution. Real-time pollution data is pulled from LondonAir, which provides pollution readings pinpointed to Oxford Street.

Dan Dawson, chief creative technology officer at Grand Visual, explained in a statement: "This campaign harnesses the context effect by providing a tailored and compelling reason to pay attention. The data provides the relevance and justification for buying a product that is designed to combat the ill effects of pollution that each person is experiencing, in that location, and at that moment, delivering Elizabeth Arden's message with much greater impetus."

The activity supports a broader campaign including video on demand, print, and digital. Media was planned and booked by Talon Outdoor and PHD.