The campaign, on behalf of the London Taxi Drivers' Association, lampoons the apparent inability of minicab drivers to negotiate their way around London.
The six-sheets are located at high-profile sites at London landmarks, such as the Houses of Parliament and the London Eye, and give directions to the famous landmarks although the sites chosen are situated directly in front of them. All the executions use the strapline: "Minicabs need all the help they can get."
The OWN&P copywriter Johnny Eugster and art director Christian Travers created the campaign, with media planning and buying through Mediaedge:cia UK's specialist outdoor agency, Outdoor Focus. The campaign kicks off on 1 July.
Although the message is light-hearted, the campaign intends to highlight the more serious issue that unlicensed minicab operators are now illegal in London. Unlicensed cabs are liable for prosecution under legislation brought in by the Public Carriage Office (PCO) last October.
Licensing for minicab drivers and vehicles is also on the PCO's agenda following concerns over the number of attacks on women by unscrupulous minicab drivers, particularly in the Christmas party season.
OWN&P's copywriter Johnny Eugster and art director Christian Travers created the campaign, with media planning and buying through Mediaedge:cia UK's specialist outdoor agency, Outdoor Focus.
"I'm sure we've all found ourselves in the back of an unlicensed minicab with a driver who doesn't seem entirely sure which way is North. This is a simple and light-hearted way of telling the truth, said OWN&P managing director, Phil Gault.
The campaign kicks off on 1 July.