Virgin Trains ran a dynamic campaign, debuting the new LED lighting technology surrounding London’s most iconic OOH landmark – The IMAX.

The unique cylindrical advertising platform was upgraded with 48,000 LED’s lights, which Virgin Trains used to animate its creative, creating spectacular effects and eye catching displays.

This state of the art lighting system gave the “Be Bound for Glory” campaign a sense of motion through the horizontal transition technique around the IMAX, enhancing Virgin Trains’ campaign, which effectively targeted existing and new travellers.

The new lighting system has more opportunities to enhance a campaign using light. It offers 5 different dynamic lighting techniques, including Reveal, Horizontal Transition, Motion Bars, Spotlighting and Vertical transition.