Newspapers The Times and The Sunday Times gave commuters a surprise this morning as they transformed Westminster Station in London into a jungle.
It marks the beginning of their second Politics. Tamed. campaign, which portrayed politicians as animals in a Westminster zoo when it launched six months ago.
Now, the animals have broken free from their benches and nature has taken over, as they roam the jungle and take hold of the House of Commons.
The campaign reflects the increasingly raucous state of politics, breaking out of the confines of a zoo, into the wilderness of the jungle amid ongoing Brexit negotiations with the EU.
It reinforces the newspapers’ commitment to keep readers well informed in confusing times, guiding them through the political jungle.
The eye-catching creative, which features a gorilla as its main character, doesn’t only adorn the walls of Westminster Tube Station. The location has been renamed Westminster Jungle, with vines surrounding the station’s exterior awning and rebranded interior and exterior roundels.
Official audio announcements have also been referring to the station as ‘Westminster Jungle’ enhancing the experience.
The lion and the unicorn – from the royal crest in The Times’s masthead – represent bringing order to proceedings and feature on ticket barriers.
The campaign was created by News UK’s in-house agency Pulse Creative London, and this is its first activation. The multi-platform campaign will be rolled out online, in print and out of home in the coming weeks.