New York-based Elizabeth Arden, a maker of skin care, beauty products and perfumes, recently ran a two-week digital out-of-home ad campaign in London emphasizing the damage that pollution can do to skin.

Utilizing UK-based Exterion Media’s screens within West London’s Oxford Circus transportation center, the “Outsmart the City” campaign was designed to promote the brand’s Prevage City Smart moisturizer.

The initiative consisted of pollution-activated digital panels that display real-time pollution data, supplied byLondonAir, that is pinpointed to the Oxford Circus location.

Facts about the damage this pollution can do to commuters’ skin in a city such as London accompanied the live readings in order to encourage those passing by to use Elizabeth Arden Prevage products to 'Outsmart the City'.

The campaign was planned and booked by PHD and Talon Outdoor, and delivered by Grand Visual. The posters support a broader project that includes video on demand, print, and digital iterations.