Transport for London (TfL) is turning 25 in the summer and has unveiled an integrated ad campaign to celebrate the milestone.
In collaboration with creative shop VCCP and media agency Wakemaker UK, the “Making Every Journey Matter for 25 Years” campaign seeks to spotlight innovations driven by TfL from the past quarter-century.
These include creating new and extended services, improving accessibility and making transport greener, air cleaner and roads safer.
The campaign is centred on posters featuring bold designs and a special-edition 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’,” said TfL customer director Emma Strain. “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.”
The first five illustrations went live on Monday morning. They depict the introduction of the Oyster card (2003), arrival of the “Baby on Board” badge (2006), celebration of the London 2012 Olympic Gams, launch of the Tube night service (2016) and extension of the Northern Line to Battersea (2021).
Media activations will run throughout the rest of 2025, with the campaign live across poster sites and digital screens within the TfL estate.
Last year, TfL reappointed Global to its Underground advertising contract and JCDecaux to its bus shelter advertising contract for a further eight years.
Meanwhile, a paid social campaign will run on Meta platforms to amplify the message, while insertions will be included in Metro’s TfL travel page.
A photography exhibition will also open at the London Transport Museum in June to further mark the anniversary.
“This stunningly crafted campaign provides the perfect platform to mark TfL’s 25th anniversary and reiterate its commitment to making every journey matter,” commented Oli Halliwell, Wavemaker UK’s client managing director. “It was vital to ensure these iconic illustrations were showcased far and wide on OOH and DOOH sites across the TfL network.”
Halliwell added that the activity is “certain to be the talk of the town”.
The posters are set to go live alongside pieces of design heritage in the London Transport Museum, and will be available to purchase from the museum’s shop.
