Benetton ads head underground with Submedia splash

HONG KONG: Ambient media vendor Submedia Asia has introduced a new format for its motion picture technology in the local subway system's tunnels for a Benetton campaign promoting its fall/winter line. Based on a poster format, the campaign features three images, one of a woman and two of men dressed in the new collection, which appear to merge into one another as a result of the motion of the train. "This is a great example of how a poster campaign can be easily modified into a moving image to have a high impact in the tunnel," said Doug Woodring, CEO of Submedia Asia.