Pure Dating App: The Soho AdBike Takeover That Owned The Night

Giant 3D lips, built onto the bike.

Pure’s creative deserved more than a flat screen. So the campaign got a bespoke build: an oversized set of glossy red lips, fabricated as a 3D sculpture and mounted onto the AdBike frame above the screens. The bike itself became the creative.

Underneath it, the AdBike’s three LED screens carried the “Pleasure is Power” artwork in motion, so the campaign worked from every angle: sculpture up top, moving creative at eye level.

The AdBike worked the streets where Pure’s audience actually is: dense, walkable, social central London. Slow loops through the highest footfall stretches of the West End kept the lips, and the message, at eye level with the crowds:

1. 01SohoBar and restaurant streets into the evening
2. 02Oxford CircusThe busiest crossing in the West End
3. 03Regent StreetLandmark backdrop for the creative
4. 04Surrounding high-footfall streetsKept moving between the hotspots

This is the part print can never do. As the light dropped, the campaign got stronger: the AdBike’s LED screens run at full brightness against the dusk, so by the time Soho’s evening crowd came out, Pure was the brightest thing on the street.

Static posters fade into the dark. A lit, moving screen with a giant set of lips on top does the opposite: it pulls every eye, every phone camera, every double take. For a brand built around nightlife hours, the evening run was the whole point.

Professional photography came as part of the campaign, capturing the build and the creative against London at its most photogenic hour:

• The 3D lips build in detail, on the street.
• The creative live on screen through Soho, Oxford Circus and Regent Street.
• Dusk and night frames with the screens at full brightness.
• A ready-to-use image set for social, PR and internal reporting.