VCCP and Wavemaker UK collaborated on the creative work for Transport for London’s (TfL) new integrated ad campaign, celebrating its 25th anniversary with vibrant illustrations.
The campaign highlights London’s rich culture, TfL’s innovative spirit, and its impact on people’s lives. Whether it’s introducing new services, improving sustainability and safety, or enhancing accessibility, TfL has made significant strides over the past 25 years.
Created in partnership with London-based illustrators Charlie Davis, Eoin Ryan, and Raj Dhunna, the initial series of five posters showcases key moments in TfL’s history, from iconic initiatives like the ‚Baby on Board‘ badge to the recent Northern Line expansion.
The campaign aims to capture the essence of TfL’s evolution over the last quarter-century, emphasizing the human-centric approach that defines the brand. The use of multiple illustrators adds depth and nuance to the storytelling, ensuring a diverse range of perspectives.
The posters, designed to blend timeless design elements with a modern aesthetic, will be featured on a special edition 25th-anniversary TfL roundel. Additional posters will be unveiled throughout the year, bringing to life 25 different aspects of TfL’s journey.
The campaign, managed by VCCP’s content creation studio Girl&Bear and supported by digital experience agency Bernadette, will be showcased across various media platforms, including out-of-home and digital-out-of-home screens within the TfL estate. A series of activities will also be organized to commemorate TfL’s 25-year milestone.