Screens Become Windows Into History

The Times and The Sunday Times launched “For Our Changing Times,” a campaign that transforms DOOH screens into immersive historical experiences using AI and mixed reality technology.

The executions begin with a live feed of the surrounding streets before seamlessly transitioning into recreations of defining historical moments connected to the exact same locations decades earlier.

The campaign turns everyday public spaces into interactive windows into the past.

A Campaign Built Around Real Locations

The work launched across Corporation Street in Birmingham and Deansgate in Manchester for a two-week activation.

In Birmingham, audiences witness firefighters battling flames during the Birmingham Blitz.

In Manchester, the screens recreate women’s suffrage marches tied to the city’s historical role in social activism.

By placing historical events directly into modern environments, the campaign creates a powerful sense of realism and emotional connection.

Mixed Reality Brings History Back To Life

Developed by T&P with MOSAIC, the campaign is among the first to use mixed reality on D6 DOOH screens.

The technology blends live camera footage with historically accurate recreations of buildings, people, and events from the early 20th century.

The result feels less like traditional advertising and more like a public historical installation integrated directly into the city.

The executions were designed with detailed historical research to ensure visual authenticity.

Journalism Becomes Part Of The Experience

Archive excerpts from The Times are integrated directly into the visuals to reinforce the credibility and historical legacy of the publication.

The campaign closes with the line: “We’ve covered it all over the last 240 years.”

This connection between journalism, technology, and public storytelling helps position The Times as both a historical witness and a modern media brand.

The campaign transforms archival reporting into an immersive public experience.

DOOH As A Tool For Cultural Storytelling

Beyond promoting the publication, the campaign demonstrates how DOOH can evolve into a platform for emotional and educational storytelling.

Instead of relying on static messaging, the executions create moments people are likely to stop, photograph, and share.

The campaign also reflects growing interest in immersive outdoor advertising experiences that blend AI, mixed reality, and location-based storytelling.

By combining technology with history, The Times turns public screens into cultural experiences rather than traditional advertisements.