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JCDecaux's Transvision digital screen in London's Victoria railway station is this week displaying messages of love to celebrate Valentine's Day and promote beauty brand Dove. Commuters are being asked to tweet or text their thoughts 'on the beautiful women in their lives', which will then appear on the screen.

The campaign is running via Grand Visual's OpenLoop platform that connects DOOH sites and social media, allowing agencies to manage feeds themselves, and was booked by Kinetic and Mindshare. The creative was devised by Billington Cartmell.

"As well as being a great demonstration of the dynamism available in the out-of-home medium, Dove's campaign is a great show of what can be achieved when a creative is so relevant to an environment," says James Byard, account director for Kinetic.

Around 350,000 people pass through Victoria station each day, some of whom will also receive gifts of white tulips as part of the campaign.

"We hope the engagement and interactive nature of our campaign will bring a smile and a moment of Dove’s warmth to Londoners during their daily commute," adds Jocelyn Hsieh, Unilever's senior brand development manager, Dove Global.