During the olympics the Telegraph wanted to show off their new iPad evening edition. Bringing you new and up to date content every day at 5pm was something we wanted to reflect in the creative execution. Unfortunately the digital escalator panels in the London tube are not able to pick up data from a feed. So we did it the good old fashioned way by updating and delivering the creative every day, twice a day. The logistics were a challenge, but thanks to a great collaboration between de media agency, the media owner and the client, we pulled it off.