Transport for London (TfL) with the help of agency of record VCCP London and Wavemaker UK, launched an awareness campaign last year for the huge range of improvements TfL is continuing to make across its network.
Some of the many improvements that TfL have made include improvements to their bus fleet which is now entirely low or zero-emission (at the tailpipe), an expanded Cycleway network, step free access at over 200 stations – including Tube, DLR and more, and major improvements coming on four Tube lines in the future - the Circle, District, Hammersmith & City, and Metropolitan lines.
The campaign aims to show Londoners how much TfL cares about its customers and what improvements are happening across their services whether it's the Tube, buses, London Overground, DLR, Elizabeth line, trams, roads or Cycleways. This campaign supports the TfL Purpose: to move London forward safely, sustainably and inclusively.
To learn more, we spoke to Simon Learman, Creative Director at VCCP.
What was the brief?
As an organisation, TfL is often focussed on driving behaviour change in a variety of ways - from encouraging more people to use their network, to cautioning safer driving on our roads.
This campaign steers clear of these more behavioural objectives, and instead looks to try and shift some of the core, brand reputational metrics, by communicating to Londoners what TfL stands for as a brand: Building a greener future for London, that is safer and more accessible to all.
The campaign had to communicate that TfL not only provide one of the most sustainable ways to travel around London, but they continue to invest in a range of improvements and initiatives that make these services better for all Londoners.
How did the initial pitch/brainstorming phase go?
We had to find a new way to bring the network to life, which embodied change. That required a visual motif to help us dramatise the customer benefit on a transport system that people are very familiar with.
We created a raft of different creative ideas but the use of light seemed like a revelatory solution. This is the result of an extended and considered strategic and creative development process, in collaboration with the customer marketing and behaviour change team at TfL.
What was the process behind ideating the concept?
We knew that the transport network was the main focus of the communication, but we had to bring the new message to life on an infrastructure Londoners use every day.
With limited post effects available to us, we had to approach this project as a photographic exercise. Essentially, this meant representing a familiar environment that Londoners know and love, in a fresh way.
What was the production process like?
We had to be lean but effective in how we brought the idea to life. The director, Simon Ratigan, is adept at capturing the TfL network in a beautiful and refreshing way. His curation of the image is peerless in this respect.
He needed to be both agile and flexible as he travelled the network capturing largely verite moments and relying on natural light. This approach meant that there were fragments of time that, when expertly edited together by Adam, created our narrative. The stills shoot was also challenging in that we had to similarly represent a familiar network, whilst evoking a system in constant state of evolution.
Ben Stockley created a beguiling world of light and colour where the everyday promised a better future. Due to the tight turnaround times, Ben and Rich shot 11 long days only interrupted by evenings of image selects. Mark then had to adapt copy to reflect changes in policy. This campaign is a credit to Mark and Rich’s vision and tenacity. The whole process was a real labour of love.
What was the biggest challenge during production? How did you overcome it?
We were prohibited from taking lighting rigs onto the system for obvious health and safety reasons. And it’s clearly a working network, so we didn’t want to affect people’s journeys. This meant we had to be choiceful in how we were going to show the network at its best, whilst bringing the executional idea of light to bear on every scene.
We were lucky in that we had great weather with lots of sun and the incredible SImon Ratigan and Ben Stockley. They spoke at length together to ensure the print and AV spoke the same language. We also had great clients who trusted us to create a consistent visual world that was both surprising and enticing.
What kit/tools/software were used to create the project?
We filmed the AV on anamorphic lenses, which enhanced the flares caught in camera. These were enhanced in post. Our photographer, Ben Stockley, utilises natural light flares and reflections and refractions in camera to build up his wonderfully rich images. Both Simon and Ben’s framing is simply of the very highest standard.
What’s the main message of this project and why does it matter?
TfL is executing a plan to make journeys better (brighter) and greener for its customers. People often forget that the Tube is powered by electricity, or that we have the largest fleet of green buses in Europe.
How long did it take from inception to delivery?
There were a number of different creative iterations and rounds of research. But from the first shoot day to on air, it was less than six weeks.
What do you hope it achieves for the brand?
To represent TfL as an integral part of the future development of London by providing better, greener journeys.
Ultimately it’s about making sure TfL’s customers know that they care about them, and that they are continuing to invest in a brighter future for London. We feel incredibly proud to be a part of that.
Credit list for the work?
CAMPAIGN CREDITS
CAMPAIGN TITLE: Journeys with TfL keep getting brighter
CLIENT: TfL
CLIENT: Miranda Leedham (Head of Customer Marketing & Behaviour Change)
CLIENT: Mandy Courtney (Customer Marketing & Behaviour Change Lead)
CLIENT: Lisa Shorter (Customer Marketing & Behaviour Change Manager)
CLIENT: Kate Coleman (Customer Marketing & Behaviour Change Manager)
CLIENT: Henry Lee (Customer Marketing & Behaviour Change Executive)
ADVERTISING AGENCY: VCCP
CREATIVE DIRECTOR: Simon Learman
SENIOR CREATIVE TEAM: Mark McCall, Richard Dorey
MANAGING PARTNER: Lindsey George
SENIOR ACCOUNT DIRECTOR: James Johnstone
SENIOR ACCOUNT MANAGER: Phil Hourdakis, Alec Woolford
GROUP HEAD OF PLANNING: Andrew Perkins
PLANNING DIRECTOR: Jennifer Cownie
AGENCY TV PRODUCER: Ben Exley
AGENCY CREATIVE PRODUCER: Jonny Powell, Brad Willis
MEDIA BUYING AGENCY: Wavemaker
MEDIA PLANNER: James Spencer
AV PRODUCTION COMPANY: Rogue Films
AV DIRECTOR: Simon Ratigan
AV EDITOR: Adam Spivey
AV EXECUTIVE PRODUCER: James Howland
AV PRODUCER: Tim Nunn
AV POST-PRODUCTION COMPANY: Freefolk
AV POST PRODUCER: Charles Gillett
AV COLOURIST: Marty McMullen
AUDIO POST-PRODUCTION COMPANY: SINE AUDIO
SOUND ENGINEER: Phil Bolland
PHOTOGRAPHER: Ben Stockley
STILLS PRODUCTION COMPANY: RoLo Productions
STILLS PRODUCER: Rob Murray
RETOUCHING: Phil Bedford, Paul Stokoe, Warren Williams
ARTWORKING: Scott Mitchell, Sam Glass Noble, Lee Forster, Paul Craig, Nicola Boon, Tim Cooke
DESIGNER: Adam Edwards
