We decided to bring home just how close we are to the disturbing, dystopian world of Black Mirror 

by blurring the lines between episode themes and real terrifying stories of technology in 2018.



We wanted to unsettle people trudging back to work in the first week after the New Year with a big OOH campaign and by taking over Old Street Station with a series of unbranded, dystopian messages. (With 75,000 people passing through every day, the “Silicone roundabout” is the technology hub of London and is used by thousands of early adopters and tech minded influencers).

The campaign used bleak, monotone simple typography across station posters, as a stark contrast to the usual advertising seen throughout London stations.


Half the posters displayed lines alluding to Black Mirror episodes, whilst the other half referenced real stories about unnerving technological advancements, blurring reality with Black Mirror episodes to unnerve the viewer. Side by side, it is difficult to tell which is fact and which is fiction.

Alongside this activity, a retail shop window display appeared to show hundreds of peoples' webcams being live streamed without their knowledge. A poster next to the display read “Millions secretly watched through their webcams”. 


After provoking interest and intrigue for a few days, we then revealed who was behind it, by handing out thousands of Black Mirror webcam covers to commuters.


The posters also appeared in various flyposting sites across the UK.

At first, we were unable to PR the campaign as an agency, but it didn't stop The Drum and Appear Here (who we worked closely with) making these films.