London’s diverse communities are celebrated in a new campaign creative from Transport for London (TfL), VCCP and Wavemaker UK, after TfL emerged winners of one of the most coveted advertising competitions in the world.
The campaign, which launched at the London Outernet’s immersive screens and in the Standard today, celebrates the diverse communities that make London a vibrant city. Through their London’s Greatest Advertising Competition, whose theme this year was Diversity in Advertising, the Standard and Outernet London asked entrants to optimise media platforms to drive positive societal change.
TfL Image – Fabric of London-3
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TfL’s ‘Fabric of London’ creative is inspired by the iconic TfL ‘moquette’ seating fabric pattern that is seen on London’s buses, trams, trains and the Tube. The creative entry includes a bespoke moquette design that tells real stories shared by Londoners, reflecting the vital role TfL plays in bringing people from all backgrounds together. Comprising an animated tapestry, the creative display constructed by VCCP’s digital experience agency – Bernadette – tells the stories of ordinary Londoners through the London Standard’s cover wrap and Outernet London’s immersive screens.
These stories express how all cultures are embraced in London; from taking the bus to a Hindu wedding and making new friends, taking the Circle line to a club in South Kensington that embraces everyone regardless of their identity or culture, or taking the DLR to run with 53,000 marathoners of all backgrounds and abilities – TfL is the thread that connects Londoners and visitors with each other and to the city.
TfL Image – Three of the people Fabric of London is based on, Jamie, Bridget and Shauna
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Seb Dance, Deputy Mayor for Transport, said: “London is and always will be a city for everyone and this is part of why it’s such a great place to live or visit. I’m proud that TfL’s ‘Fabric of London’ has won London’s Greatest Advertising Competition, for its ability to drive positive societal change. The campaign leverages the iconic TfL moquette and uses real-life stories to bring to life how our transport network connects people from different backgrounds every day, building a better London for everyone.”
