BMP unveils Underground poster campaign

BMP DDB is launching a poster campaign for the London Underground designed to increase off-peak usage of the transport system.

BMP DDB is launching a poster campaign for the London Underground

designed to increase off-peak usage of the transport system.



The work comes as BMP faces a fight to defend its place on London

Regional Transport’s roster after the company called a statutory review

of it (Campaign, 6 August).



The campaign, entitled ’tubes’, will break on 18 October and shows the

ease of travelling by tube to reach the diverse cultural activities

available in London.



Concerts are represented by a flute, theatres by a rolled-up programme

and the capital’s bars are depicted by a plastic straw - each image

highlights the cylindrical shape of the tube tunnels. All the executions

feature the endline: ’Making London simple.’



The campaign will run on the Underground across zones 1-4 until 10

January.



A further two executions will break later in the year to coincide with

the Christmas and New Year periods - promoting the Christmas and January

sale shopping.



BMP is being forced to defend its place on the LRT’s roster after the

company announced a statutory pounds 7 million review of all its agency

arrangements. This includes its media agency, New PHD, and Interfocus,

which works on LRT’s below-the-line account. A shortlist of three or

four agencies is being drawn up for the creative pitch which is expected

to take place next spring.



BMP won the business in 1997 following a pitch against BST-BDDP, Abbott

Mead Vickers BBDO, St Luke’s and Team Saatchi.



The campaign was written by Clive Pickering and art directed by Neil

Dawson with photography by Davis Gill.