M&C Saatchi has created a vibrant and distinctive campaign for Transport for London (TfL), designed to equip customers with valuable fares and ticketing knowledge to help them get the most out of using the London transport network.
Running across digital display, digital outdoor, OOH and press, the campaign consists of a range of posters, each designed by illustrator, Rob Bailey.
Each ad communicates a piece of helpful, relevant information (with a hint of humour) to aid customers in understanding how best to pay for travel, including advice on off-peak travel, contactless card payment, Oyster card refunds, daily fare capping and refunds on delayed journeys.
Grant Parker, Head of Art at M&C Saatchi, commented: “Distilling each message down and using the simplicity of Rob Bailey’s illustrations enables us to deliver complex information in a clear and succinct way. By using a limited colour palette, we were able to keep the work graphically clean and uncluttered”
Chris Macleod, Marketing Director at Transport for London, added: “By providing our customers with hints and tips in a clear and simple way, we hope they’ll get the best use and value from the network.”