The winning idea is an excellent example of a campaign that uses these assets impactfully to capture the imagination and attention of its audience, while communicating in a meaningful way about a sensitive topic. Rebecca Canham, Senior Contract Manager at Transport for London (TfL), said: “Our advertising estate is one of the most iconic in the UK, not least London, with the digital ribbons one of our newest assets. One of the judges, Anto Chioccarelli Global’s creative solutions director, described Havas London’s entry as a “powerful, optimistic, evocative idea, taking people with dementia, and carers, back to scenes from decades ago.” She went on to say that the campaign “raises the bar for creativity in outdoor and is a perfect case study to showcase the creative potential of the digital ribbon screens on the London Underground.” They’ve turned an everyday OOH space into something magic – that’s bloody genius.’’ Anto Chioccarelli Proud of Dan, Andy and everyone involved in this award-winning campaign.

Vicki MaguireĬhief Creative Officer at Havas London, Vicki Maguire said: ‘’When creativity is used as a force for good, the outcome is something to shout about. Following this, the campaign was awarded media space by Global in the form of fifteen ribbon screens across London’s transport network to bring it to life.

In December 2022, the campaign concept won ‘The Look Ahead competition’ – created by Global, the Media and Entertainment Group, in partnership with Contagious and Transport for London. The campaign looks to drive greater awareness of the virtual reality film series and The WayBack initiative, whilst entertaining and engaging commuters. The screens serve as windows into the past, making it seem as though the commuters of today, are riding escalators alongside commuters and travelers from the 1960s (who are dressed in the fashion from the period and reading newspapers of the era).

Spanning 13 London Underground and Elizabeth line stations, the campaign takes over fifteen ‘ribbons’ – the digital displays that run the length of the escalators at London Underground stations. London, The WayBack, an initiative designed to help those living with dementia and Alzheimer’s and their careers through virtual reality film, has launched an award-winning outdoor campaign with Havas London. 👉 WATCH THE CAMPAIGN LIVE ON THE LONDON UNDERGROUND ↓↓ Havas London won Global’s ‘The Look Ahead’ competition with the campaign concept last year Havas London and The WayBack initiative launch award-winning OOH campaign

Team london tube global city initiative