What Matters?





You don’t need a car to make the most of London.

VCCP has created a new film to support a Transport for London (TfL) campaign that encourages customers to use public transport, cycle or walk rather than drive.
The Mayor’s Transport Strategy has an ambitious target of achieving 80% of journeys being made by sustainable modes (Public transport, cycling and walking) by 2041. VCCP’s spot shows real Londoners travelling to the places that matter most to them - whether that’s a gig, a bike ride in the park, a night out, or a football match - and demonstrates how TfL helps facilitate these special moments and memories.

By dramatizing the positive and unique role public and active transport play in Londoner’s lives, VCCP is supporting TfL’s aim to get more Londoners using these sustainable modes of travel, instead of taking the car, particularly during the weekends and evenings.

The film is also accompanied by a series of OOH and print executions of Londoners using more sustainable travel, such as cycling or using the Tube. These were shot across 6 days by London photographer Sarah Lee, and underscore the campaign message that transport is embedded in London life.

This campaign celebrates how TfL places the wants and needs of Londoners at the very heart of their business. By recognising ‘What matters’, it’s a heartfelt testament to the special relationship that exists between TfL and its diverse, idiosyncratic customer base, whilst illustrating the many wonderful ways they keep our amazing city moving. Simon Learman, Creative Director at VCCP
Share this story
This was a
Project for Transport for London