A judging panel comprising leaders from across the ad industry has shortlisted seven campaigns to win Global and Contagious’ Look Ahead competition.
The 13 judges gathered at The Shard building in London on 1 November to sift through the entries and decide which ones deserved further consideration.
Entrants were asked to come up with campaign ideas that demonstrated the creative potential of new digital OOH media formats across the Transport for London (TfL) network and took commuters on an uplifting and unforgettable journey.
The winning campaign will be displayed on digital gateways, digital runways and digital escalator ribbons across Bond Street, Tottenham Court Road and Farringdon Elizabeth line stations in early 2024, reaching up to 4 million Londoners.
Shortlisted Entries /
Canon (TMW Unlimited): For the period of the campaign, Canon ambassadors will take to London’s parks and green spaces to take pictures and short films of nature, to turn TfL’s DOOH screens into windows into the natural world, showing off Canon’s cameras and London’s beauty.
Innocent Drinks: Lush fruit trees and the soil that nourishes their roots, Innocent will take commuters underground to highlight the importance of fertile soil and explain what it is doing to protect the environment.
McCain (We are Social): An immersive campaign that takes commuters from sunlit farms to below the surface, to demonstrate how McCain is cultivating healthier soil to create more sustainable food.
NHS Blood & Transplant (Havas London): Transforming Transport for London into Transplant for London and changing the iconic underground graphics into organs to encourage people to become donors.
Prince's Trust (TMW Unlimited): Graphic novel-style animations that depict Prince’s Trust alumni as heroes, to inspire NEETs (young people not in education, employment or training) to take the next step in their lives.
Refugease (Havas London): A visual story that transports Londoners to the treacherous channel crossing undertaken by refugees and asks them to imagine what if this was the safest route they could take today?
The Natural History Museum (Nomad): Taking tube users on an unforgettable journey through time, space and the rich history of evolution to encourage them to ‘book a day out of the ordinary’.
The winner of the Look Ahead contest will be announced at Most Contagious on 7 December. If you would like to attend the event, you can book your place here.
Look ahead Judges /
Paul Kemp-Robertson, co-founder, Contagious
Chris Reader, head of commercial partnerships, TfL
Anto Chioccarelli, creative solutions partnerships director, Global
Richard Denney, executive creative director, St Lukes
Sarah Sutton, global media director, Oatly
Costanza Rossi, global head of art, Grey London
Matt Jennings, CMO, CALM
Béla Ziemann, global chief strategy officer, Le Pub
Andy Garnett, executive creative director, Havas London, and co-founder of The Wayback
Dan Cole, executive creative director, Havas London, and co-founder of The Wayback
Tati Lindenberg, vice president, Marketing at Unilever, Dirt Is Good
Kelly Taylor, head of new business & marketing, Creature
Christopher Keatinge, ECD, Uncommon
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