{"id":19603,"date":"2025-02-17T11:05:08","date_gmt":"2025-02-17T11:05:08","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=19603"},"modified":"2025-02-17T11:05:08","modified_gmt":"2025-02-17T11:05:08","slug":"tfl-go","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/tfl\/tfl-go","title":{"rendered":"TfL Go"},"content":{"rendered":"<div class=\"lazyblock-two-column-text-quote-image-1iXgAW wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p><b>Transport for London (TfL)<\/b><span style=\"font-weight: 400\"> has unveiled its latest integrated campaign to promote the TfL Go app, encouraging Londoners to track their travel costs, review journey history, and manage travel more efficiently while on the move.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Developed by <\/span><a href=\"https:\/\/www.vccp.com\/\"><b>VCCP<\/b><\/a><span style=\"font-weight: 400\"> and <\/span><a href=\"https:\/\/wavemakerglobal.com\/uk\/\"><b>Wavemaker UK<\/b><\/a><span style=\"font-weight: 400\">, the campaign is designed to engage both new and existing users and demonstrate how the app\u2019s new payment functionality provides seamless control over travel expenses.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">At the heart of the creative execution is a dynamic design, inspired by TfL\u2019s recognisable roundel, that mirrors the seamless flow of a commuter\u2019s journey. The design integrates essential elements of London\u2019s transport system such as payment readers and mobile payment interactions, highlighting how TfL supports commuters every step of the way.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">To bring this vision to life, TfL and VCCP collaborated with renowned visual artist James Dawe. The campaign meticulously captures its most distinctive and recognisable features, reflecting the everyday experiences of TfL passengers: resulting in the creation of five bespoke versions of the iconic TfL roundel, each representing a different facet of Londoners\u2019 journeys. Each roundel embodies a different aspect of the London travel experience, celebrating the energy, movement, and connectivity that define the city\u2019s transport network. To capture the shots, James Dawe travelled the TfL network to capture the photography that was incorporated into the executions.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Since its launch in 2020, TfL Go has been downloaded over seven million times, with approximately one million monthly active users. The app provides real-time arrival information, alternative routes, walking and cycling options, and station accessibility details, making it an important tool for navigating London\u2019s transport network.<\/span><\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><span style=\"font-weight: 400\">VCCP\u2019s content creation studio <\/span><a href=\"https:\/\/www.wearegirlandbear.com\/\"><b>Girl&amp;Bear<\/b><\/a><span style=\"font-weight: 400\"> managed the production of the campaign, and digital experience agency <\/span><a href=\"https:\/\/wearebernadette.co\/\"><b>Bernadette<\/b><\/a><span style=\"font-weight: 400\"> created the visual motion assets that show TfL Go is at the very heart of the journey. The campaign will run across London and will appear on OOH, DOOH, social and digital displays.\u00a0\u00a0<\/span><\/p>\n<p><b>Miranda Leedham, Head of Customer Marketing &amp; Behaviour Change at TfL<\/b><span style=\"font-weight: 400\"> said: \u201cThis campaign captures the everyday journeys of Londoners, showcasing how TfL Go makes navigating the city effortless. By highlighting the app\u2019s new payment functionality and real-time travel information, we\u2019re making it even simpler for people to plan, pay and travel seamlessly across London.\u201d\u00a0<\/span><\/p>\n<p><b>Simon Learman, Creative Director, VCCP<\/b><span style=\"font-weight: 400\"> added<\/span><span style=\"font-weight: 400\">: \u201cWe are thrilled to launch this campaign, placing TfL Go at the heart of every journey and making travel easier for Londoners . By using TfL\u2019s iconic roundel as a central visual element, we\u2019ve created a design that captures the rhythm of the city while reinforcing TfL\u2019s core mission &#8211; supporting Londoners every step of the way on their journeys. To help bring the vision to life, James Dawe spent days travelling the network to capture the beautiful and distinctive features that form the building blocks of the work .\u201d\u00a0<\/span><\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-Z11IFm6 wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        By highlighting the app\u2019s new payment functionality and real-time travel information, we\u2019re making it even simpler for people to plan, pay and travel seamlessly across London.  \n        <cite>Miranda Leedham, Head of Customer Marketing &amp; Behaviour Change at TfL<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":64,"template":"","class_list":["post-19603","work","type-work","status-publish","hentry"],"acf":{"client_id":"10365","capability_ids":["988"],"hero_video":"","hero_image":{"ID":19604,"id":19604,"title":"TFL12430 TfL Q4 TfL Go Images 1920x1080px (1)","filename":"TFL12430-TfL-Q4-TfL-Go-Images-1920x1080px-1.jpg","filesize":588354,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TFL12430-TfL-Q4-TfL-Go-Images-1920x1080px-1.jpg","link":"https:\/\/www.vccp.com\/uk\/work\/tfl\/tfl-go\/attachment\/tfl12430-tfl-q4-tfl-go-images-1920x1080px-1","alt":"","author":"64","description":"","caption":"","name":"tfl12430-tfl-q4-tfl-go-images-1920x1080px-1","status":"inherit","uploaded_to":19603,"date":"2025-02-17 11:02:01","modified":"2025-02-17 11:02:01","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TFL12430-TfL-Q4-TfL-Go-Images-1920x1080px-1-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TFL12430-TfL-Q4-TfL-Go-Images-1920x1080px-1-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TFL12430-TfL-Q4-TfL-Go-Images-1920x1080px-1-768x432.jpg","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TFL12430-TfL-Q4-TfL-Go-Images-1920x1080px-1-1024x576.jpg","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TFL12430-TfL-Q4-TfL-Go-Images-1920x1080px-1-1536x864.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TFL12430-TfL-Q4-TfL-Go-Images-1920x1080px-1.jpg","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TFL12430-TfL-Q4-TfL-Go-Images-1920x1080px-1-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TFL12430-TfL-Q4-TfL-Go-Images-1920x1080px-1-1920x960.jpg","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TFL12430-TfL-Q4-TfL-Go-Images-1920x1080px-1-768x768.jpg","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TFL12430-TfL-Q4-TfL-Go-Images-1920x1080px-1-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TFL12430-TfL-Q4-TfL-Go-Images-1920x1080px-1-768x960.jpg","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TFL12430-TfL-Q4-TfL-Go-Images-1920x1080px-1-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TFL12430-TfL-Q4-TfL-Go-Images-1920x1080px-1-768x768.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TFL12430-TfL-Q4-TfL-Go-Images-1920x1080px-1-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TFL12430-TfL-Q4-TfL-Go-Images-1920x1080px-1-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"TfL GO","meta-description":"VCCP and TfL unveil dynamic campaign to showcase TfL Go\u2019s new travel-smart features ","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/02\/TFL12430-TfL-Q4-TfL-Go-Images-1920x1080px-1-1.jpg","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":19569,"post_author":"64","post_date":"2025-02-06 14:54:15","post_date_gmt":"2025-02-06 14:54:15","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003eTransport for London (TfL)\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e has unveiled \u2018\\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eFabric of London\u2019\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, an integrated campaign by agencies of record \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.vccp.com\/\\u0022\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003c\/a\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eand \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/wavemakerglobal.com\/\\u0022\\u003e\\u003cb\\u003eWavemaker UK\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cb\\u003e.\\u003c\/b\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2018Fabric of London\u2019 is the winning campaign of Outernet London and The Standard\u2019s competition, \u2018London\u2019s Greatest Advertising Competition\u2019, which TfL was announced as winning in 2024.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe competition invited advertising agencies and brand teams to create campaigns celebrating the rich diversity of London with the top prize offering an incredible \u00a31 million worth of media space. This includes a much coveted cover wrap across the front of The Standard newspaper, and time on the giant immersive screens at Outernet, the UK\u2019s most visited cultural attraction\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign, ideated by VCCP, celebrates the \u2018Fabric of London\u2019: drawing on inspiration from TfL\u2019s variety of seat moquette patterns which date back to the 1920s. TfL\u2019s iconic moquette has been an integral part of the network\u2019s identity since being introduced.\u202fCountless moquette designs have been developed over the years representing different elements of the city. The campaign centres around a reimagined moquette, using the iconic patterns of TfL\u2019s seats to illustrate the richness and diversity of London and Londoners, drawing inspiration from TfL\u2019s design heritage - iconic station tiles, and transport symbols such as escalators and buses hidden within the moquette.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe dynamic, animated tapestry personifies life in London as it narrates and animates the stories and lives of a broad range of Londoners, highlighting the capital\u2019s rich diversity, and the unique experiences and communities of those living in the city.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign is built on extensive research led by cultural insight specialist Steven Lacey at The Outsiders. Through in-depth interviews with Londoners of all ages, genders, ethnicities, socioeconomic backgrounds, and abilities, the team uncovered deeply personal stories of connection and the role TfL plays in daily life.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThese 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.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe stories were then transformed into artwork by VCCP and production company Everyone, with input from TfL\u2019s Product \\u0026amp; Industrial Design teams, and \u2018sewn\u2019 into a new, iconic TfL moquette.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe \u201cFabric of London\u201d narrative will be brought to life by media activations 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.\u00a0 The animated film was brought to life by VCCP\u2019s digital experience agency\\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/wearebernadette.co\/\\u0022\\u003e \\u003cb\\u003eBernadette\\u003c\/b\\u003e \\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewith Everyone, in an immersive storytelling experience making full use of the 3D environment at the Outernet's Now Building. The film is running for four weeks, across its \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e23,000 sq ft of floor to ceiling immersive screens.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eIn addition, it will run for two weeks from 10th February on both printed and high impact digital out of home sites (DOOH) across TfL\u2019s owned estate. Organic social will also run across TfL, The Standard and the Outernet\u2019s own channels to ensure maximum audience reach.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe animated film is accompanied by real sounds and voices of our interviewees who\u00a0 narrate each story.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eEmma Strain, Customer Director at Transport for London,\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said: \u201cWinning this coveted advertising competition with Outernet London and the Standard for a project that highlights the role TfL plays in bringing communities together has been especially meaningful as we celebrate our 25th anniversary of keeping Londoners moving. \u202f\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe combination of TfL\u2019s 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.\u201d\u202f\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eSimon Learman, Creative Director, VCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e added: \u201cThis campaign is a celebration of everything that is truly great about London: one of the world\u2019s most diverse cities, connected by a peerless transport system. TfL\u2019s 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\u2019 testimonies and tie them in an emotional and physical way to TfL. Both the Outernet and The Standard also afford us a unique opportunity to bring to life the sheer scale and humanity of this project. It\u2019s been a real labour of love.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eOli Halliwell, Client Managing Director at Wavemaker UK commented:\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \u201cFabric of London is a celebration of what makes London so great - our diverse community. It\u2019s 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.\u201d\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eJessica Dracup-Holland, CMO at Outernet said\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, \u201cWe are thrilled to see the \u2018Fabric of London\u2019 campaign come to life on our world famous screens. From the moment my fellow judges and I saw the creative concept, we were all hugely impressed with how the campaign embodied the advertising competition brief, cleverly showcasing and celebrating diverse stories of the city through TfL\u2019s iconic moquette. We know how much celebrating our unique\u00a0 cultural landscape and diversity is deeply embedded in the identity of the people of this city, and we look forward to our audiences coming together to enjoy this stunning experience for themselves.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eDan Locke, Chief Commercial Content Officer at The Standard said,\\u003c\/b\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u0022London\u2019s rich diversity is at the heart of The Standard\u2019s storytelling, and \u2018Fabric of London\u2019 perfectly captures the essence of our city through a powerful blend of heritage, creativity, and community. We\u2019re proud to bring this winning campaign to life across our platforms, ensuring it reaches Londoners far and wide. By showcasing TfL\u2019s iconic moquette in a fresh and meaningful way, this campaign not only celebrates the connections that define our city but also highlights the power of storytelling in shaping how we see London and each other.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP\u2019s content creation studio \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.wearegirlandbear.com\/\\u0022\\u003e\\u003cb\\u003eGirl\\u0026amp;Bear\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e managed production of the campaign, and digital experience agency \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/wearebernadette.co\/\\u0022\\u003e\\u003cb\\u003eBernadette\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, has overseen the animation of the Outernet and DOOH elements.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"VA2lI\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-VA2lI\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"The combination of TfL\u2019s 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.\",\"quotee\":\"Emma Strain, Customer Director at Transport for London\",\"blockId\":\"18Kw09\",\"blockUniqueClass\":\"lazyblock-quote-full-width-18Kw09\"} \/-->","post_title":"Fabric of London","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"fabric-of-london","to_ping":"","pinged":"","post_modified":"2025-02-06 15:56:43","post_modified_gmt":"2025-02-06 15:56:43","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=19569","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":19533,"post_author":"64","post_date":"2025-01-27 10:53:45","post_date_gmt":"2025-01-27 10:53:45","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTransport for London (TfL) in collaboration with creative agency of record \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.vccp.com\/\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/wavemakerglobal.com\/\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWavemaker UK\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e have unveiled a striking new integrated ad campaign to mark its 25th anniversary.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eDrawing on the cultural capital of London, \u2018Making Every Journey Matter for 25 Years\u2019 shines a spotlight on the transformative improvements and innovations that have enhanced customers' lives over the past 25 years. This includes new and extended services, making transport greener, air cleaner, roads safer and ensuring London\u2019s transport system is more inclusive and accessible.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCentral to the campaign is a new roundel and 25 vibrant and engaging posters, created by VCCP in collaboration with talented London-based illustrators Charlie Davis, Eoin Ryan, and Raj Dhunna. The illustrations offer a modern twist on the classic designs of years past.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe first five illustrations, going live today, depict improvements from the arrival of the \u2018Baby on Board\u2019 badge in 2006 and the launch of the Tube night service in 2016, to the introduction of the Oyster card in 2003 and the recent Northern Line expansion to Battersea. The final poster celebrates how TfL supported Londoners and visitors alike to enjoy the greatest show on Earth - the London 2012 Olympics. The remaining 20 posters will be revealed throughout the year.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign narrative will be brought to life not just from the beguiling creatives, but also the media activations by media agency Wavemaker UK. From today, and running throughout 2025, the ad campaign will go live across out of home (OOH) poster sites and digital out of home (DOOH) screens, both owned by Global, within the TfL estate.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAs such, Londoners and visitors alike will be able to gaze and take in the adverts as they make their journeys via the Bus, London Underground, DLR, or London Overground. In addition, paid social on Meta will further amplify and extend the opportunities to view.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eEmma Strain, Customer Director at TfL said:\\u003c\/b\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cOver the last 25 years, the customer has been at the heart of TfL with a steadfast commitment that \u2018every journey matters\u2019. We\u2019re 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.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cb\\u003eSimon Learman, Creative Director, VCCP added: \\u003c\/b\\u003e\\u003cb\\u003e\u201c\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis campaign is a celebration of one of London\u2019s most iconic brands. TfL has become such an integral part of life in the capital, shaping how people move through and experience the city. We wanted to turn this milestone into a bold, beautiful celebration, one that showcases how deeply TfL cares for its customers and their journeys.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eOli Halliwell, Client Managing Director at Wavemaker UK explained: \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cThis stunningly crafted campaign provides the perfect platform to mark TfL\u2019s 25th anniversary and reiterate its commitment to making every journey matter. It was vital to ensure these iconic illustrations were showcased far and wide on OOH and DOOH sites across the TfL network. Working in close collaboration with the TfL and VCCP teams we\u2019ve delivered an ad campaign that is certain to be the talk of the town, capturing the attention of Londoners and visitors using the TfL network. We look forward to hearing the conversations it creates and the results it achieves.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eGlobal content creation studio \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.wearegirlandbear.com\/\\u0022\\u003e\\u003cb\\u003eGirl\\u0026amp;Bear\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e managed production of the campaign, and digital experience agency \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/wearebernadette.co\/\\u0022\\u003e\\u003cb\\u003eBernadette\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, has overseen the animation of the DOOH elements.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAlongside the posters, a series of activities will be held throughout the year to celebrate the 25 years since public transport in London was brought together and integrated with the formation of TfL, supporting jobs, homes and economic growth in the capital and beyond.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis includes, London Transport Museum marking TfL\u2019s 25th anniversary with a programme including a new photography exhibition which will open in June featuring historic photographs of London\u2019s transport from the 19th century, alongside contemporary images of today, showing how transport has helped shape the capital.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe soon to be iconic posters will live alongside pieces of design heritage in the London Transport Museum and will be available to purchase. \\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"2dudgc\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-2dudgc\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"We wanted to turn this milestone into a bold, beautiful celebration, one that showcases how deeply TfL cares for its customers and their journeys. \",\"quotee\":\"Simon Learman, Creative Director, VCCP added:\",\"blockId\":\"Zb9vxo\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Zb9vxo\"} \/-->","post_title":"TfL 25 Years","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"tfl-25-years","to_ping":"","pinged":"","post_modified":"2025-02-10 13:06:37","post_modified_gmt":"2025-02-10 13:06:37","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=19533","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":18290,"post_author":"64","post_date":"2024-05-24 14:56:30","post_date_gmt":"2024-05-24 13:56:30","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003eTransport for London (TfL)\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e is launching its new \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2018TfL Cycle Sundays\u2019\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e campaign to encourage Londoners to embrace cycling this summer, in partnership with its agencies of record \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.vccp.com\/\\u0022\\u003e\\u003cb\\u003eVCCP London\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and \\u003c\/span\\u003e\\u003cb\\u003eWavemaker UK\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eLaunching this week, in time for the Ford \\u003c\/span\\u003e\\u003cb\\u003eRideLondon FreeCycle\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, this fully integrated OOH, digital and social campaign includes more than 60 localised cycling leisure routes carefully selected by TfL and its range of London cycling partners. The routes, available via the TfL website and TfL Cycle Sundays Club in the Strava app are part of the campaign aimed at promoting the exploration of local areas by bike and addressing barriers to cycling felt by many Londoners.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis campaign supports TfL's goal of increasing the percentage of trips made by sustainable modes to 80% by 2041, up from 63% in 2015. TfL is targeting both new cyclists and those who have cycled within the past year to have a go at cycling.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTo capture the essence of local exploration, the campaign uses real Londoners cycling through the city, alongside hand-drawn illustrated stickers reminiscent of cycling culture by Londoner Alice and the Ink. The visual identity brings a sense of adventure and community to the campaign.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign also features cycling discounts and offers, and is promoted through D\/OOH, social media, radio, targeted digital audio, and TfL\u2019s owned digital channels. Engaging social media content on Meta and TikTok will build awareness and encourage Londoners to share their own #CycleSundays experience.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cb\\u003eMiranda Leedham, Head of Customer Marketing \\u0026amp; Behaviour Change at TfL, said\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e: \u201cWe know how important it is to encourage Londoners of all backgrounds to make the most of the benefits of cycling, which is why we are\u202fdelighted to be launching this exciting new programme.\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cCycling is not only brilliant for your physical and mental health, but also is\u00a0a great way of getting around and seeing London. You don\u2019t even need your own bike to take part in Cycle Sundays. With around\u00a0800 Santander Cycles docking stations across London, you can start your Sunday by hiring a bike and exploring the city. \u202fWe hope that this new programme will enable more people from all backgrounds to start cycling and exploring new parts of London.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eCaroline Rawlings, Creative Director at VCCP London, added:\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \u201cCycling in London has an unfair image problem. Busy roads and lycra. By creating local routes perfect for a relaxed Sunday pootle and then flooding TfL\u2019s incredible media estate with images of real Londoners using them, we hope that people will realise how good it feels to cycle in the city.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2018TfL Cycle Sundays\u2019 will run from May to the end of September, with media planning and buying led by Wavemaker. The campaign will also be announced by Will Norman, TfL\u2019s Walking and Cycling Commissioner, at the RideLondon FreeCycle event in Trafalgar Square on Sunday, 26th May. \\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z17QrEV\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z17QrEV\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"We know how important it is to encourage Londoners of all backgrounds to make the most of the benefits of cycling, which is why we are\u202fdelighted to be launching this exciting new programme. \",\"quotee\":\"Miranda Leedham, Head of Customer Marketing \\u0026amp; Behaviour Change at TfL\",\"blockId\":\"ZfTDsd\",\"blockUniqueClass\":\"lazyblock-quote-full-width-ZfTDsd\"} \/-->","post_title":"Cycle Sundays","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"cycle-sundays","to_ping":"","pinged":"","post_modified":"2024-08-11 12:07:39","post_modified_gmt":"2024-08-11 11:07:39","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=18290","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}}],"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/19603","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/64"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=19603"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}