Everyone has something to hide in the HBO hit series, Big Love. BBDO purchased every ad space in a NY subway tunnel to create an interactive experience for pedestrians. Behind each backlit panel, we installed MP3 players with multiple headphone jacks. Pedestrians were invited to plug in their headphones and hear the dark secrets of the characters from the show.
Each MP3 player was loaded with multiple audio tracks and custom programmed to play when someone would plug in. Atomic also installed lighting into each of the ad panels to draw attention in the busy tunnels of New York City.