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TV

Transport For London: Welcome Back London

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The TfL network is the lifeblood of the London, connecting all corners of the nation’s capital in a way that no other city on the globe is able to, and enabling people to live their best lives. Throughout 2019 TfL’s underground network provided affordable and efficient transportation to over 1.34bn passengers. Yet, over the last eighteen months with government restrictions, working from home and London’s activities closing, it made these once everyday events become a faint memory of the past. Launching ‘Welcome back. Tube it. Bus it. Train it.’ is VCCP’s latest integrated campaign for Transport for London and was the campaign presented in the recent pitch and successful retention of the account. The campaign welcomes back the public and encourages them to go back out and take part in all the activities and destinations they have missed with TfL’s services, be it by Tube, bus, train, tram, riverboat or Emirates Airline. Anyone that has utilised London’s transport network will be no stranger to TfL’s iconic roundel - these very signs act as beacons of all the places, experiences and people we’ve missed. The hero film acknowledges this by showcasing these iconic signs and re-working them to show phrases and places that are all too familiar to London such as ‘Going out-out’, ‘Drinks after work’ and ‘Family days out’ among others. What might once have just appeared to be a bus stop or train station sign means so much more now. They are symbols of the city, the endless places we loved to visit and the countless fantastic times we’ve all had. These messages will also be discoverable throughout London’s transport network with station takeovers and OOH across London Underground stations, Digital Escalator Panels and screens like Canary Wharf. Wavemaker Content arranged a partnership with Time Out which see the launch of a digital Cultural Map of activities surrounding London’s stations, a competition to win experiences across London and will see a VCCP designed collage of these signs adorn a cover wrap.
Credits Other credits

CLIENT: Transport for London

Customer and Revenue Director: Chris MacLeod

Head of Customer Marketing and Behaviour Change: Miranda Leedham

Customer Marketing and Behaviour Change Lead: Nigel Hanlon

Customer Marketing and Behaviour Change Managers: Alex Harlow and Amy Sellars

Agency

MANAGING DIRECTOR: Roly Darby

BUSINESS DIRECTOR: Scott Kennedy

ACCOUNT DIRECTOR: Oliver Robinson

ACCOUNT MANAGER: Tiffany Beard

HEAD OF PLANNING: Andrew Perkins

PLANNING DIRECTOR: Ben De Castellla

AGENCY CREATIVE PRODUCER: Mish Dent

BROADCAST AFFAIRS: Alexia Collins and Julia Matthews

Media

MEDIA BUYING AGENCY: Wavemaker

MEDIA CLIENT SERVICES: Gavin Laisby and Alison Ratcliffe

MEDIA PLANNER: David Graham, Dominic Mellin and Ian Bennett

MEDIA PARTNERSHIPS: Jamie Page, Annabel Akingbehin and Calvin Draper-Wright

Production

EDITOR: Adam Spivey @ The Assembly Rooms

EDITORS PRODUCER: Daniel Breheny

PRODUCTION MANAGER: Lee Cameron & Lucy Morton-Hicks

Post Production

POST-PRODUCTION COMPANY: Freefolk

POST PRODUCER: Charles Gillett

COLOURIST: Paul Harrision

FLAME: Steve Murgatroyd

Audio Post Production

AUDIO POST-PRODUCTION COMPANY: Factory

AUDIO PRODUCER: Beth Massey

SOUND ENGINEER: Phil Bolland

MUSIC SUPERVISOR: Greg Moore @ DLMDD

SONG: Aquarela do Brasil (The Office)

PUBLISHING: Peermusic

Photo

PHOTOGRAPHER: Sarah Lee

STILLS PRODUCTION COMPANY: Rolo Productions

STILLS PRODUCER: Rob Murray

STILLS RETOUCHING: Stanleys Post

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