Now’s The Time





It’s never been a better time to walk or cycle.

We have launched a new campaign for TfL encouraging people to choose walking and cycling as an enjoyable way to get around the capital.

As government lockdown restrictions are gradually eased, Londoners are returning to the capital’s workplaces and attractions. To make social distancing possible on public transport, Londoners are being asked to travel at quiet times or in different ways, including using new and existing walking and cycling routes. TfL’s Streetspace for London plan is helping people to walk and cycle by introducing new temporary walking and cycling infrastructure, which help to support social distancing and active travel.
The campaign “Now’s the time” launched with a 30” TV spot which shows people enjoying their A - B journeys - whether stretching their legs on the way to the shops or getting a workout when they cycle to lunch. It's set in sunny London, and the voiceover highlights the physical and mental benefits of getting about by bike or by foot. 

We wanted to capitalise on the current positive shift in attitudes towards walking and cycling. But we knew there was a limited window of opportunity as the lockdown began to ease. So we had to be fast to market, which meant moving away from traditional production methods. Our approach with TfL was to create a ‘movement’, landed through a clear yet compelling narrative: Bike it. Walk. Let’s make every journey matter. This was supported through inspirational, relatable and inclusive visuals. Creating a dramatic shift in behaviour is a bold challenge at the best of times. But in just four weeks, from briefing to delivery, we worked with TfL to create a real feeling of both the enjoyment and the urgency to start travelling by bike and by foot. Simon Learman, Creative Director, VCCP
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