VCCP Unveils Winning TfL Campaign for Outernet London Competition
Transport for London’s competition-winning campaign has launched at Outernet London and in The Standard. The competition prize includes a hero experience in The Now Building at Outernet as well as The Standard cover wraps and premium digital formats.
The winning entry includes a bespoke version of TfL's famous moquette design
VCCP’s creative concept draws inspiration from TfL’s iconic seat moquette patterns which date back to the 1920s. The campaign features a new moquette, evoking TfL’s seats, to illustrate the diversity of London and drawing inspiration from station tiles, escalators and buses which are displayed within the design.
The campaign is built on extensive research by cultural insight specialist Steven Lacey at The Outsiders. Through in-depth interviews with Londoners of all ages, genders, ethnicities, socioeconomic backgrounds, and abilities, his team uncovered deeply personal stories of connection and the role TfL plays in daily life.
These stories express how all cultures are embraced in London, like taking the bus to a Hindu wedding and making wonderful, new and diverse friends, taking the Circle line to a club that embraces all orientations in South Kensington or even taking the DLR to run with 53,000 more marathoners of all backgrounds and abilities.
The stories were transformed into artwork by VCCP and production company Everyone, with input from TfL’s Product & Industrial Design teams, and ‘sewn’ into a new, iconic TfL moquette.
The Fabric of London narrative was brought to life by by Wavemaker UK. A beautifully crafted print version of the campaign will appear as a double-page cover wrap on the front page of the iconic London newspaper, The Standard, today. The animated film was brought to life by VCCP’s digital experience agency Bernadette with Everyone, in an immersive storytelling experience making full use of the 3D environment at the Outernet's Now Building.
Simon Learman, Creative Director, VCCP said:
“TfL’s motifs are world famous, so they provide the perfect visual language to bring our stories of connection to life. Riding the network is almost like a rite of passage that automatically connects passengers both to the system and other Londoners. Our newly-designed seat moquette allows us to bring to life passengers’ testimonies and tie them in an emotional and physical way to TfL. Both Outernet and The Standard also afford us a unique opportunity to bring to life the sheer scale and humanity of this project. It’s been a real labour of love.”
Oli Halliwell, Client Managing Director at Wavemaker UK said:
“Fabric of London is a celebration of what makes London so great - our diverse community. It’s been an absolute pleasure to work in collaboration with TfL and VCCP to deliver such a thought-provoking campaign."