The Beating Heart of the Nation.
Situated in the heart of London’s West End, the world famous Piccadilly Lights has been entertaining (and most recently informing) viewers for over a century. The screen takes centre stage for the 100 million people who pass through Piccadilly Circus each year.
Working closely with the team at Landsec, we created the strategic positioning and BrandWorld for this London icon.
The objective of the brief was to position Piccadilly Lights as the first outdoor media consumer brand and reinforce the screen’s reputation as a powerful and meaningful broadcaster.
More than just a screen, Piccadilly Lights is a living canvas, a symbol of hope, pumping positivity throughout the capital, across the country and around the world. With this we developed the positioning of The Beating Heart of the Nation.
Working with renowned visual FX specialists The Mill we created the pulse. A visual metaphor of the beating heart.
Radial, pulsing typography also reinforces the idea of a positive, living entity.
Paying homage to the screen of 1908, in the centre of the logo sits a glow, referencing the incandescent bulbs of past illuminated advertising hoardings.