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20th Century Fox have become the first movie brand to feature on Europe's largest screen: the billboard at Piccadilly Circus, known as Piccadilly Lights.

Using the full motion capabilities of the screen, 20th Century Fox are featuring live action footage from Deadpool 2 to promote the film ahead of its release on May 15.

Planned through Rapport and Mindshare, 20th Century Fox have put the wisecracking antics of Ryan Reynolds’ titular character to good use, playfully using the mosaic and full screen features of Piccadilly to draw attention to the upcoming blockbuster.

Full motion digital advertising has been shown to be 2.5x as effective as static outdoor advertising because the human mind is alert to changes in the environment and full motion gets the cut-through that advertisers are aiming for.