For our Devil Wears Prada OOH rail campaign, we wanted to tell London that the show is big, bold, stylish and funny – but without having to explain the show or go for the hard-sell. So, we thought, why not simply look at where we’re advertising and then use context to have some fun. Our idea: take standard rail and tube safety announcements – the subconscious soundtrack to many Londoners’ lives – and give them a fashion makeover.