Are you a Traitor? BBC asks audiences to decide
Which lift would you choose?
To launch The Traitors Season 4, BBC set out to do more than simply promote a new series - they wanted to pull audiences directly into the psychological drama and intrigue that defines the show. Through a bold and immersive Out of Home campaign, the brand transformed everyday environments into moments of choice, tension and theatrical storytelling.
At the heart of the campaign was our Adlift format, reimagined as a fully interactive brand experience. Positioned in high-footfall locations, the format invited audiences to make a defining decision: pick a lift - Traitor or Faithful. This simple but powerful mechanic mirrored the central tension of the show, instantly engaging passers-by and encouraging participation rather than passive viewing.
Watch Each Lift In Action
Traitor Lift
Faithful Lift
Each lift featured full interior wraps, meticulously designed to recreate the atmosphere of the iconic Castle bar - a setting synonymous with secret conversations and strategic plotting. The visual transformation was complemented by integrated soundboxes that delivered bespoke audio content, with Claudia Winkleman herself welcoming participants. Depending on their choice, they were congratulated on being either a Traitor or a Faithful, creating a moment of personal connection and surprise that blurred the line between advertising and entertainment.
By combining physical transformation, choice-led interaction and audio storytelling, the campaign added a new dimension to traditional OOH formats. Rather than communicating a message at audiences, it invited them to step inside the narrative world of The Traitors. The result was an experience that felt theatrical, playful and unmistakably on-brand - capturing the paranoia, drama and dark humour that fans love.
To extend the impact beyond these immersive moments, the campaign was amplified through our Orbit DOOH network. Running across our national UK shopping centre portfolio, Orbit screens delivered full-motion trailer content with audio, ensuring consistent visibility at scale. This wider DOOH rollout reinforced campaign messaging, built anticipation for the new season, and connected the immersive lift experience to a broader national audience.
By layering interactivity, sound and TV/AV content into physical spaces, the campaign transformed everyday journeys into memorable brand encounters - and allowed audiences to briefly live the dilemma at the heart of The Traitors: are you a Faithful… or a Traitor?
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