Advertisers continue to get more creative with outdoor this year now that people have returned to crowded spots after the pandemic. Subway grabbed the attention of Londoners last weekend with a giant, interactive 3D billboard that let people construct their own dream sub and then see it on screen.

The activation, by agency Above+Beyond, ran at shopping mall Westfield Stratford. Shoppers were invited to download an app, via a QR code on the billboard, which let them control the screen and add ingredients to build their ideal sandwich. They could then see it displayed on-screen with their name. Subway employees found them in the crowd and presented them with a real-life versions of their sandwiches. 

Above+Beyond worked with outdoor specialist Kinetic on the activation and according to the agency, surprised "hundreds" with their sub over the weekend.

“Embracing new technologies and pioneering ways to interact with audiences is always exciting," said Dom Goldman, chief creative officer at Above+Beyond, in a statement. "We’ve seen many great 3D billboards, but creating a fully interactive screen with fulfilment baked in is a first.”