A film, print, social and experiential campaign (beautifully illustrated and directed by the cult French illustrator McBess) to encourage TFL passengers to have a little more courtesy towards their fellow travellers.
The social #travelbetterlondon campaign combined the talents of 9 of London's top poets, 9 of the networks busiest stations and the famous TFL message boards to create a positive experience for all of the 2 million+ passengers that passed through the stations.
Throughout the week the poems and filmed live performances were uploaded to our Tumblr. The activity received over 6.25 million Twitter impressions and saw #travelbetterlondon trending for over 3 days.
After launch the campaign quickly took on a life of its own, as a whole host of copycat ads featuring, let's say somewhat 'livelier' language, suddenly began appearing all over social media.
They do say imitation is the sincerest form of flattery!