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
A further two executions will break later in the year to coincide with
the Christmas and New Year periods - promoting the Christmas and January
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.