Stage musical phenomenon Wicked has partnered with media and entertainment group Global to unveil custom-lit posters on London’s Elizabeth line.

The London production of Wicked, which tells the “untold story” of the Witches of Oz, has been playing at the Apollo Victoria Theatre since September 2006.

Now, more than 50 posters at Bond Street, Farringdon, Liverpool Street and Tottenham Court Road stations have been transformed as part of the musical’s new outdoor campaign, featuring illuminated frames that match the show’s familiar green hue.

Subscribe to Marketing Beat for free

Sign up here to get the latest agency-related news sent straight to your inbox each morning

Gemma Holmes, marketing director for Wicked UK, said: “Wicked is a show built on bold visuals and immersive storytelling, so I’m thrilled that we’re the first to go green with this new format and bring a splash of Oz to some of the busiest stations in London.”

Chris Forrester, managing director of commercial outdoor at Global, said: “The lighting on our 12-sheet halo posters on the Elizabeth line take our premium advertising assets to the next level.

“By customising the illuminated frames, we’re helping brands create captivating campaigns that make a lasting impression. The combination of high-footfall placement and tailored lighting assures maximum engagement and an elevated brand presence.”

The bespoke borders (halos) are a new opportunity for advertisers on London’s most modern transport line, offering brands the chance to match lighting to their creative for maximum impact.

Emma Strain, customer director at Transport for London, added: “It’s great news that a touch of the Emerald City has come to the Elizabeth line. We’re always looking for ways to innovate with our media partners and improve how brands connect with our customers and this campaign does exactly that.”

Wicked UK’s media agency is Dewynters, a leading integrated live entertainment advertising agency.