Oxford Landing approached Transport For London earlier this year with an unusual proposition. The Australian wine brand wanted to transform the iconic Oxford Circus tube station in to a tranquil vineyard, re-naming the transport hub as Oxford Landing.
The idea would be rolled out across the summer and aimed to give London’s commuters a taste of the great Australian outdoors.
An entire plan for how the make-over would look was mocked up by the brand's agency, KWP! Adelaide, part of theTBWA Group. This included a new station logo, real vines at the tube entrances and a soil effect on the floor.
A digital strategy was also lined up with Wolfstar Consultancy brought in to handle the social media over a planned three month period.
It wasn't meant to be however. Talks between the brand and TFL fell through and the campaign was shelved.