JC Decaux showcases new outdoor screens with a ‘day in the life’ campaign

JC Decaux has become the latest outdoor company to switch on digital screens in Sydney, creating a 24-hour responsive campaign to showcase the technology’s potential.

The campaign, created by Alphabet Studios, features a day in the life of a Sydneysider with an image changing every 10 seconds to match the time of day, showing a man getting ready, going to the office, at work, Tindering and on a date.

“It’s literally a 24-hour responsive content campaign,” said Essie Wake, marketing director of JC Decaux. “As Sydneysiders woke on Monday to see the first of our screens ‘switched on’, the network connects to a live data feed and a 24-hour clock begins ticking.

“The changing time of day then prompts a new image to display every 10 seconds. So, as we become part of the City’s day, for 24 hours we told a familiar story – the day in the life of our audience. It was our way of saying ‘Hello Sydney’.”

Alphabet Studio art director, Paul Clark, added: “The creative is essentially a 24-hour stop-motion animation, reflecting (as closely as possible) in real-time the roll-out of a typical day.

“By developing a character who actually lives in the JC Decaux city-light network we had the opportunity to flex a bunch of creative muscles. Sydney gets to share the journey of his day – up close and personal. We watch him shave. He takes us to work on his bike. As the day comes to an end, he invites us on a date and we go dancing before retiring to bed for a dream-filled evening.”

The 84-inch city-light screens officially go live today, with the company saying it plans to install 100 new screens on Sydney streets.


  • Client: JCDecaux Australia
  • Creative Agency: Alphabet Studio

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