An advertising campaign inspired by the patterns of traditional Tube seats has been praised as “simple but effective” after winning a competition launched by the Standard and Outernet London.
Transport for London won a £1 million worth of advertising which will be spread across the pages of the newspaper and its website and at the immersive screens of Outernet’s flagship Now building by Tottenham Court Road station.
The campaign, devised by advertising agencies VCCP London and Wavemaker, celebrates the capital’s diversity using the colours and patterns of TfL’s moquette seat covers to create a tapestry telling stories of modern London.
Standard Editor in Chief Dylan Jones said: “The Transport for London entry stood out to me not only in the visual impact it will have but also the way it represented diverse communities in a simple but effective way. I can’t wait to see this idea come to life.”
The campaign will be extended across the TfL network and VCCP creative director Simon Learman said he was “thrilled to be invited to bring our idea to life across such spectacular and immersive media platforms”.
He said: “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. 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.”
Emma Strain, Customer Director at TfL, said: “We are delighted to have won this creative competition with the Evening Standard and Outernet. Our network supports and connects all of London's communities and its instantly recognisable moquette patterns are synonymous with London itself. We can’t wait for people to see the campaign and how it celebrates diversity in all its forms.”
