PAUL HANCOCK

A giant 3D ‘penny waterfall’, reminiscent of classic coin pusher arcade games dominates the iconic Piccadilly Lights site in central London. Created for Santander to showcase its new Edge current account’s ‘cashback’ offering, the shelves of the penny waterfall break the curved contours of the huge digital poster using DeepScreen® technology, as coins appear to tumble down to passers-by below. Inspired by the trend for ‘oddly satisfying’ videos, it takes an entertaining approach to dramatise how customers can get money back on their shopping, household bills and travel spending.