Transport oversight body Transport for London (TfL) has launched a wide-ranging omnichannel campaign to mark the 25th anniversary of its formation.
Developed in collaboration with creative and media agencies of record VCCP and Wavemaker UK, ‘Making Every Journey Matter for 25 Years’ shines a spotlight on the improvements and innovations that have transformed London’s transport network this century.
The work will be centred around a series of out-of-home posters crafted by VCCP in partnership with London-based illustrators Charlie Davis, Eoin Ryan, and Raj Dhunna.
According to the agency, the new illustrations will look to ‘blend the timeless essence’ of the network’s iconic designs with a more modern energy. The creative will also feature a special 25th anniversary TfL roundel.
“Over the last 25 years, the customer has been at the heart of TfL with a steadfast commitment that ‘every journey matters’,” TfL customer director, Emma Strain said.
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“We’re extremely proud to showcase the many ways we have improved the lives of all Londoners socially, culturally, economically and environmentally. Putting this vision front and centre of our ad campaign in an eye-capturing way is the ideal way to mark this occasion.”
Set to run throughout 2025, the campaign will be visible across the TfL network out of home (OOH) poster sites and digital out of home (DOOH) screens, as well as via a series of media activations by Wavemaker UK.
The campaign will be additionally bolstered by a partnership with the London Transport Museum, with a new exhibition opening in June featuring historic photographs of London’s transport from the 19th century, alongside contemporary images, showing how transport has helped shape the capital.
VCCP creative director Simon Learman added: “This campaign is a celebration of one of London’s most iconic brands. TfL has become such an integral part of life in the capital, shaping how people move through and experience the city.
“We wanted to turn this milestone into a bold, beautiful celebration, one that showcases how deeply TfL cares for its customers and their journeys.”
