Evening Standard and Outernet London announce Transport for London as the winner of £1 million worth of advertising in a cross platform Evening Standard campaign, as well as the spaces and screens of the Outernet district
The prize includes Evening Standard cover wraps and premium digital formats including Brand Stories, as well as a hero advert in the flagship Now Building at Outernet, which features 23,000sq feet of floor to ceiling screens.
The creative brief for the competition asked brands to celebrate diversity in all its forms, following the Evening Standard’s ‘Our London’ research that identified diversity as an element of London life that contributes to its unique character. Entrants were asked to showcase how their campaign could drive positive societal change through a creative execution that made the most of the media platforms that form the prize package.
The winning entry from VCCP and Wavemaker, ‘The fabric of London’, features a campaign that celebrates diversity using the most famous canvas of all — the iconic TfL seating moquette. The entry highlights how TfL connects every corner of the city, helping every community, identity and culture to come together.
“We’re thrilled to be invited to bring our idea to life across such spectacular and immersive media platforms. Transport for London connects millions of people every single day. And the Evening Standard and the Outernet are the perfect canvases to tell our stories of human connection.” said Simon Learman, creative director of VCCP.
Dylan Jones, editor in chief at the Evening Standard said: “I always knew that the partnership between the Evening Standard and Outernet London would lead to great things and I have been thrilled to see the range of creativity and inspirational campaigns that our competition has generated. The Transport for London entry stood out to me not only in the visual impact it will have but also the way it represented diverse communities in a simple but effective way. I can’t wait to see this idea come to life.”
