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Transport For London: Welcome Back London
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The TfL network is the lifeblood of the London, connecting all corners of the nation’s capital in a way that no other city on the globe is able to, and enabling people to live their best lives. Throughout 2019 TfL’s underground network provided affordable and efficient transportation to over 1.34bn passengers. Yet, over the last eighteen months with government restrictions, working from home and London’s activities closing, it made these once everyday events become a faint memory of the past. Launching ‘Welcome back. Tube it. Bus it. Train it.’ is VCCP’s latest integrated campaign for Transport for London and was the campaign presented in the recent pitch and successful retention of the account. The campaign welcomes back the public and encourages them to go back out and take part in all the activities and destinations they have missed with TfL’s services, be it by Tube, bus, train, tram, riverboat or Emirates Airline. Anyone that has utilised London’s transport network will be no stranger to TfL’s iconic roundel - these very signs act as beacons of all the places, experiences and people we’ve missed. The hero film acknowledges this by showcasing these iconic signs and re-working them to show phrases and places that are all too familiar to London such as ‘Going out-out’, ‘Drinks after work’ and ‘Family days out’ among others. What might once have just appeared to be a bus stop or train station sign means so much more now. They are symbols of the city, the endless places we loved to visit and the countless fantastic times we’ve all had. These messages will also be discoverable throughout London’s transport network with station takeovers and OOH across London Underground stations, Digital Escalator Panels and screens like Canary Wharf. Wavemaker Content arranged a partnership with Time Out which see the launch of a digital Cultural Map of activities surrounding London’s stations, a competition to win experiences across London and will see a VCCP designed collage of these signs adorn a cover wrap.
CLIENT: Transport for London Related |
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