TUI has taken festive storytelling beyond the TV screen with a playful and immersive Christmas campaign across the London Underground. In partnership with Global and post-production studio POD LDN, the brand has transformed digital escalator ribbons into animated holiday journeys starring its much-loved Christmas elves.
Expanding on TUI’s festive TV ad—which reveals what Santa’s elves get up to while he’s away—the campaign features a 10-second 3D animation running across connected escalator screens at King’s Cross, Oxford Circus, and Waterloo stations. The concept cleverly reimagines the escalators as a holiday luggage belt, extending the travel story from screen to station.
As commuters ride the escalators, the animated elves surf atop suitcases, glide from screen to screen, and pass by holiday snapshots inspired by TUI’s wider Christmas visuals. The seamless motion creates a looped, high-impact experience designed to capture attention in busy commuter moments.
POD LDN delivered the full production, from creative development and storyboarding with Global’s outdoor team to 3D modelling, animation, compositing, and final delivery. The result is a joyful, character-led OOH activation that brings warmth and humour to everyday travel.
Running from December 5 to December 18, the campaign highlights how disruptive digital formats and storytelling can transform public spaces—turning a daily commute into a festive escape.
