Halflight

One night across London, dusk to dawn: a campaign system that works from a phone story to a 48-sheet billboard.

The idea

The campaign runs on one clock, from 21:00 to 06:00. Every piece takes the colour of its hour, and the letters narrow and thicken towards 03:00, then open out again at dawn.

The wordmark changes width and weight as the clock runs.
The key poster: the top half is the hour, the bottom half is night.
The 48-sheet at 04:15, in the street.
06:00, the lock-up in dawn yellow.

One system, every hour

Half
light21:00Dusk
Half
light00:00Neon
Half
light03:00Sodium
Half
light06:00Dawn

The campaign across four formats at once: a story, a 6-sheet, a square post and a 48-sheet billboard. — Story, 6-sheet, square and 48-sheet: the same parts re-set to each format’s rules.

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