In partnership with GroupM OOH and Mindshare UK, we transformed the out-of-home experience with the innovative M&S Christmas Fairy campaign. This festive activation captivates shoppers across the UK, blending gesture-powered interactivity with holiday magic to reimagine traditional OOH advertising.

The magic begins when shoppers approach the screen. With the movement of their hand, as if waving a magic wand, advanced gesture recognition technology integrated with in-screen webcams transforms simple movements into an immersive visual display, filling the table with a feast of Christmas treats. At the heart of this experience is the beloved M&S Christmas Fairy, voiced by festive favourite Dawn French.

To enhance engagement, a scannable QR code invites participants to enter a competition for the chance to win a £250 M&S Christmas voucher, seamlessly blending excitement with a call to action.

Hosted on state-of-the-art D6 screens in high-footfall locations like Westfield London, Westfield Stratford, and Birmingham’s Bullring, the campaign marries creativity and technology to deliver an enchanting and immersive experience.

By bridging the digital and physical worlds, this activation transforms DOOH into an interactive medium. It drives footfall, builds brand affinity, and creates memorable connections with audiences, leaving a lasting impression of festive M&S magic long after the season ends.