Robinsons teamed up with DOOH.com, T&P, Ocean Outdoor, and WPP Media to launch a feel-good digital out-of-home (DOOH) campaign at Westfield Stratford City this past weekend, celebrating family hugs and affection.

On 14th–15th June, families and shoppers were invited to a special photo studio at Westfield Stratford to share a hug- or a “squish”- with a loved one.

Famous portrait photographer Seamus Ryan captured the moments, which were quickly turned into personalised Robinsons ads and shown on the Four Dials digital screen within minutes.

The event was part of Robinsons’ national ‘Nation’s Favourite Squish’ campaign, aimed at celebrating family connections by showing real people and real hugs on screen.

Matty Minshall, Creative Account Manager at DOOH.com said: “The creative for ‘Nation’s Favourite Squish’ was born out of a simple but powerful idea, celebrating real moments of affection between loved ones. It’s been a fantastic experience bringing that concept to life in partnership with Robinsons, WPP Media, Ocean Outdoor UK and T&P.

“By harnessing DOOH.com’s dynamic capabilities, we were able to elevate the campaign beyond static storytelling, turning spontaneous, heartfelt hugs into personalised, real-time content on one of London’s busiest digital screens.

“The result was a campaign that not only captured attention, but genuinely connected with people, and that’s when DOOH is at its most impactful.”