UK bagel brand, New York Bakery Co., has teamed up with Global, the media and entertainment group, to create a 3D outdoor campaign that’s breaking out of frames across London.

Huge digital gateway screens above the escalators at London’s Waterloo and King’s Cross St. Pancras underground stations feature a giant New York Bakery Co. bagel in digital 3D,. The design has been created using anamorphic 3D, a design technique that makes creative campaigns appear to pop out of digital screens.

New York Bakery Co.’s 3D digital creative complements its £2m marketing campaign that targeted weekday breakfast occasions throughout April. The nationwide, multi-channel campaign, created by Recipe, heralds bagels as The Toast of New York and celebrates New York Bagels as the superior breakfast choice over toast.

The campaign also included an outdoor takeover in Waterloo featuring 3D billboards, a mass sampling event, radio and video on-demand content, and social and influencer activity. 

“This year’s campaign is very different and incredibly exciting as we are trialling new and innovative displays and technology to help the campaign have the greatest impact possible,” said Grupo Bimbo UK Marketing Director, Christina Honigfort. “Celebrating our new Toast of New York campaign with a truly integrated media mix, people are hopefully treated to some creative fun, which is very much what the New York Bakery Co. brand is all about.” 

The Toast of New York outdoor campaign was booked by EssenceMediacom and the 3D anamorphic creative was produced collaboratively by Global and and New York Bakery Co.’s creative agency, Recipe.