When the brief for a London wide, outdoor campaign for Eurostar came our way, we wanted to do something that approached the medium in a new way. We knew we liked the idea of bringing a little bit of a Paris to the capital. And as poster sites were what we had to deliver it, it seemed only natural to make that little bit of Paris some actual French adverts.
And so seven different French posters appeared across around a third of the poster sites in London. In the end, about half were real and the rest we created in house. The campaign was live for two weeks, with the unbranded posters running for 4 days, before being replaced by the Eurostar branded versions. Both the Guardian and BBC London covered the campaign and the Marketing Direct of Eurostar was interviewed for the radio. He was very happy.