Transport for London (TfL) has rolled out the “Fabric of London” campaign, which won the London’s Greatest Advertising Competition from Outernet London and The Standard last year.
VCCP created the campaign, with media by Wavemaker UK.
“Fabric of London” pays homage to the seat patterns on TfL trains and tells the stories of a range of Londoners, using research from The Outsiders.
The animated film shown at Outernet was created by VCCP agency Bernadette and production company Everyone, and will run for four weeks.
In addition, work will launch on traditional and digital OOH sites across TfL’s estate, alongside social activity across TfL, The Standard and Outernet.
Emma Strain, customer Director at TfL, said: “Winning this competition highlights the role TfL plays in bringing communities together has been especially meaningful as we celebrate our 25th anniversary of keeping Londoners moving.
“The combination of TfL’s iconic moquette, a canvas synonymous with London, with the message that everyone has a place in this city in the dynamic creative is very meaningful.”
Oli Halliwell, client managing director at Wavemaker UK, added: “It’s been an absolute pleasure to work in collaboration with TfL and VCCP to deliver such a thought-provoking campaign.
“The media activations we have planned and delivered will ensure ‘Fabric of London’ is seen and enjoyed by Londoners and visitors far and wide.”
London’s Greatest Advertising Competition asked brands and agencies to create work that celebrated the diversity of the capital, with the top prize being £1m worth of media space, including a coverwrap on The Standard and appearance on the immersive screen of Outernet.
