TfL (Transport for London) has won a £1 million prize to be used to splash the brand across prestigious locations including the screens of the Outernet and the Evening Standard newspaper.
The prize includes a hero advert in the Outernet’s flagship new building, spanning across 23,000 square feet of floor to ceiling screens as well as cover wraps on the Evening Standard newspaper, as well as premium digital formats including Brand Stories.
The winning entry from VCCP and Wavemaker entitled “The fabric of London” features a campaign that celebrates diversity using the TfL seating moquette as its backdrop and incorporating stories from Londoners.
It includes an animated tapestry of London communities across the TfL network over time, and the judges felt that the campaign would captivate Londoners.
Three runners up were also selected Iris Worldwide for Convatec, Havas London for Vanish in partnership with Ambitious About Autism and The&Partnership, and Mars for Ben’s Originals.
Evening Standard editor in chief Dylan Jones, who was on the judging panel, said that the campaign stood out “not only in the visual impact it will have but also in the way it represented diverse communities in a simple but effective way”.
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The other judges included deputy mayor for culture and the creative industries Justine Simons, Sadiq Khan’s senior advisor on marketing Puja Parmar, Media for All CEO Naren Patel, Arcade Media co-founder Jordan Schwarzenberger and Wavemaker executive creative director Ann Wixley.
VCCP creative director Simon Learman said: “We’re thrilled to be invited to bring our idea to life across across such spectacular and immersive media platforms. Transport for London connects millions of people every single day. And the Evening Standard and the Outernet are the perfect canvases to tell our stories of human connection,” said VCCP creative director Simon Learman.
He added: “Public transport is the true leveller, and TfL provides the means to drive the most culturally rich and diverse city in the world forward. After all, everyone’s journey matters.”
TfL customer director Emma Strain added: “We are delighted to have won this creative competition with the Evening Standard and the Outernet. Our network supports and connects all of London’s communities and its instantly recognisable moquette patterns are synonymous with London itself.”
She added: “We can’t wait for people to see the campaign and how it celebrates diversity in all its forms”.
