Subway launched a fully interactive 3D billboard last weekend where people could build their dream subs live on-screen. 

Passersby in Westfield Stratford City could use a QR code on the 3D billboard to build their own subs on the big screen, and then Subway ambassadors hidden in the crowd surprised them delivering their creations to them. 

The activation ran over the weekend of 20 August to 21 August at Westfield Stratford City aiming to build brand fame and was called "a world media first".

The media agency was MediaCom UK and creative was by Above+Beyond.