Tottenham Court Road turned from being a one-way street into a two-way road. Not long after, the accidents started to happen. Pedestrians who had been long used to a one-way system were forgetting to look both ways. And they were getting caught out. Since the shift, numerous accidents have taken place – some resulting in life-changing injuries. Which is why Stack, based at 90 Tottenham Court Road, decided to do something about it. We created a new campaign called ‘Look Both Ways’, which launches this week though outdoor, social and experiential channels. The campaign is a true community initiative. The work features people who work in businesses all along the famous street – from the pub landlords to shop staff, coffee shop baristas to personal trainers. Each eye-catching image shows the ambassadors simultaneously looking both ways across the street.