London’s Diverse Communities Celebrated in Competition Winning TfL Campaign

Transport for London’s winning campaign launched at Outernet London and in the The Standard. The competition prize includes a hero advert in The Now Building at Outernet as well as The Standard cover wraps and premium digital formats.

The creative brief for the competition asked brands to celebrate diversity in all its forms, following the The Standard’s Our London research that identified diversity as an element of London life that contributes to its unique character. Entrants were asked to showcase how their campaign could drive positive societal change through a creative execution that made the most of the media platforms that form the prize package.

The winning entry includes a bespoke version of TfL's famous 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 tells the stories of Londoners from all backgrounds though the London Standard’s cover wrap and Outernet London’s immersive screens.

Emma Strain, Customer Director at Transport for London, said:

"Winning this coveted advertising competition with Outernet London and The Standard for a project that highlights the role TfL plays in bringing diverse 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, 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.