Transport for London (TfL) has partnered with Global and Contagious with a competition calling for participants to reimagine the creative possibilities of out-of-home (OOH) advertising.
Described as an ‘unmissable opportunity to bring your brand to life’, the companies are looking for an ‘immersive’ and ‘uplifting idea’ to run across TfL.
Winners of the ‘Look Ahead’ competition will have the opportunity to showcase their campaign for two weeks with the potential to reach up to 4 million commuters.
The adverts will be displayed in high-traffic areas, including Bond Street, Tottenham Court Road and Farringdon Elizabeth line stations.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing campaigns sent straight to your inbox each morning
To achieve this, entrants have been asked to show how they would utilise the network’s digital gateways, escalator ribbons and runways for their advertisements.
In addition to the competition, TfL is offering an opportunity for some applications to take part in a special briefing session with the Global creative outdoor team.
The competition follows the success from last year’s Look Ahead contest where dementia-therapy start-up, The Wayback, won with their creative approach to TfL’s new full motion landscape screens.
The winning creative saw a series of passengers in authentic 60s attire filmed as if interacting with modern day travellers, on DOOH’s (digital out-of-homes) positioned alongside certain station’s escalators.
“Sometimes the best way forward is to go way back,” said The Wayback co-founder, Dan Cole, about last year’s creatives.
‘‘The films immerse the viewer in incredibly detailed, positive moments from the past, which then enable conversations, and hopefully bring laughter and joy.”
