In what digital out-of-home firm Grand Visual is calling "the first ever interactive Christmas lights installation on Marmite Christmas campaignOxford Street," food brand Marmite is promoting its limited-edition Gold Christmas jar in a campaign that features members of the public on digital signage. The campaign allows participants to submit a picture of themselves wearing an expression of love or hate and see it displayed on a specially designed digital banner hanging above Oxford Street by Selfridges.

Created by DDB with production and technology by Grand Visual, the campaign encourages participants to tell the world what they think of Marmite by uploading their pictures via Marmite's new Facebook page. Shoppers on Oxford Street can also get involved through an interactive bus shelter screen fitted with a camera near the Bond Street tube station which goes live later this month.

All photos are delivered through OpenLoop, Grand Visual's DOOH campaign management dashboard. Those taking part will be given an allotted time slot to see their image on the screen. Those who can't make it down to the capital can still see their "face in lights" via a live webcam and an online gallery on Facebook.

The campaign was planned and booked by Mindshare and Kinetic and will be seen by more than 40 million visitors expected to flock to London's Oxford Street during Christmas. The display runs for six weeks during the festive season.

Read more about DOOH advertising.

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