Virgin Media: Unlimiting, 1

Taking a truly data-driven approach to creative solutions, over 50 creative Out of Home (OOH) formats have been created and planned for Virgin Media's new 'Unlimiting' campaign. The new campaign combines complex media planning using Talon's Ada AdTech platform with creative solutions impact across multiple OOH formats to create one of the biggest creative solutions-led OOH campaigns. 'Unlimiting' is the first work from Adam&EveDDB since being appointed by Virgin Media earlier this year. Media for the campaign was planned by MGOMD and as part of the OOH campaign creation, Talon worked alongside OOH creative partners Global Street Art and Russell Signs and media owners Limited Space, JCDecaux, Primesight, Ocean Outdoor, Clear Channel and Exterion Media, to take a unique data-driven approach to creative planning. Virgin Media set the challenge when planning its ‘Unlimiting’ campaign to literally break out of all formats, to reflect the ‘unlimited’ nature of their ‘Ultimate Oomph’ package. Traditionally creative solutions are limited to a small number of hand-picked sites across a larger media plan however, in this instance, Talon decided to break convention by physically breaking the boundaries of traditional advertising spaces and putting the idea of bigger and better at the core of the plan - truly encapsulating the ‘unlimited’ nature of Virgin Media’s offering.