Saatchi & Saatchi London showed how technology can serve the public good by using EE’s network reliability to help people get home safely after dark in 2023. This idea needs to be stolen and expanded.
‘Stay Connected at Night’, recognizing that cities after dark can be dangerous places, particularly for women & vulnerable minority groups. The work ran in light of discourse around the Sarah Everard case, and showed how our out-of-home infrastructure could offer more utility to the public.
It used smart digital billboards across Manchester city centre that displayed real-time travel updates, local taxi information and emergency contacts. Powered by EE’s data network, the screens automatically brightened as night fell, turning ad space into a public safety tool instead of pure promotion.
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The work won multiple international awards, including The Drum Awards for Innovation and Brand Purpose, and was widely praised for its mix of utility and empathy. ‘Stay Connected at Night’ showed that outdoor media can do more than communicate; it can contribute to the city it inhabits.
See the rest of The Drum’s 50 Best Out of Home Ads Ever here.
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