Havas London has launched a dementia awareness campaign featuring time-travelling commuters as part of an award-winning out-of-home (OOH) campaign for dementia and Alzheimer’s initiative The WayBack.
Executed by communications group Havas London – part of Havas Studios – the campaign will run for two weeks, with the OOH series taking over fifteen ‘ribbons’ across the London transport network – digital displays that run the length of the escalators at each station.
Spanning 13 London Underground and Elizabeth Line stations, the screens act as windows into the past, creating the illusion that passengers are riding alongside commuters from the 1960s.
The playful campaign was created to raise awareness about The WayBack, an initiative designed to help those living with dementia and Alzheimer’s, as well as their carers, through VR film. It won the ‘Look Ahead competition’, created by Global, the Media and Entertainment Group – a partnership between Contagious and Transport for London (TfL).
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One of the judges, Global creative solutions director Anto Chiccarelli, described the winning entry as a “powerful, optimistic, evocative idea, taking people with dementia, and carers, back to scenes from decades ago.”
She added: “[The campaign] raises the bar for creativity in outdoor and is a perfect case study to showcase the creative potential of the digital ribbon screens on the London Underground.”
Havas London chief creative officer, Vicki Maguire, said: ‘’When creativity is used as a force for good, the outcome is something to shout about… They’ve turned an everyday OOH space into something magic – that’s bloody genius.’’
