Tu dresses up Outernet with immersive DOOH activation

Sainsbury’s clothing brand Tu has launched a new phase of its autumn/winter 2025 campaign, part of the wider ‘Works every time’ platform, with an immersive DOOH activation at Outernet London.

The activation, created by New Commercial Arts, transforms Outernet’s 360° floor-to-ceiling digital canvas to show models walking catwalk-style in the brand’s new range of clothes and accessories against a plain white backdrop.

Opened in 2022 at the junction of Charing Cross Road and Oxford Street in the West End of London, the Outernet is a mixed-use development focused on the arts, entertainment and culture. It is claimed to be one of the capital’s most visited attractions.

The visuals show ‘Works every time’ run consistently across the screen and a QR code taking tourists, commuters and locals straight to Tu’s website.

This latest creative is part of a wider nationwide campaign running across OOH, social and print.

The media planning and buying for the campaign was handled by PHD. NCA is also part of Ogilvy Group UK, which is owned by WPP.

New Commercial Arts chief executive Hannah White said: “The ‘Works every time’ platform is all about accessible and effortless confidence. The striking activation at Outernet London showcases this spirit – and its AW25 collection – on a bigger and bolder scale right in the heart of London.”

The new activity comes just weeks after Sainsbury’s initiated yet another reshuffle of its executive team, with data and marketing chief Mark Given handed board accountability for technology, effectively succeeding Clodagh Moriarty who left to be CEO of Dunhelm.

Given, who was only promoted to chief marketing, data, and sustainability officer in January of this year, is now chief technology, marketing and data officer.