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The Picaddily Lights digital billboard was turned "upside down" in a campaign for the Royal National Institute of Blind People that aimed to raise awareness of the challenges social distancing poses to the blind and partially sighted.

The screen displayed upside-down ads for a series of participating brands, including Amazon Alexa, Barclays, British Gas, the Financial Times, Kellogg, Lego, Procer & Gamble, TalkTalk and Very, alternating with text explaining the message behind the creative idea. Brands and partners, including ��������pk10, also turned their logos upside down for the day to draw attention to the campaign. RNIB says that social distancing had made it "nearly impossible for blind and partially sighted people to navigate safely in a world with largely inaccessible new rules and regulations. 

The work was created by Hayley Hammond, Dan Dehlavi, Adam Jackson, Ted Price and Angus Vine.