From October 12 to 25, Antwerp Central Station is hosting a campaign created by L'Oréal for the launch of “I WILL”, the new fragrance by Giorgio Armani. Deployed on the Elevator Walls XL, the artwork combines a large-format wrap with two oversized 3D perfume bottles, offering commuters an immersive experience in the heart of the station.
A scenography matching the brand's ambition
Produced by Urban Media, Bauer Media Outdoor's creative department, the visual features actor Jonathan Bailey alongside the slogan “It's not about luck, it's about will”, running the full height of the elevator shaft. At his feet, the three-dimensional bottles extend the design into physical space, blurring the line between billboard and real object.
The Elevator Walls XL format offers 360-degree visibility that can be seen from multiple floors and traffic angles—a key asset for a brand focused on visual impact and emotion.
An experiential activation to extend the impact
An on-the-ground activation also took place to amplify the campaign, creating direct engagement with the public around the fragrance's universe.
“With this setup, we wanted travellers to do more than just see the I WILL campaign—we wanted them to literally experience it. The XL format combined with 3D elements turns a simple station transit into a true brand moment,” highlights Abigail van Kasteren, Media Manager at L’Oréal Benelux.
The campaign is the result of a close collaboration between L’Oréal, Billups, Omnicom Media (PHD), and Bauer Media Outdoor (Urban Media).
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