Public transport takes on a new and more emotive purpose in VCCP’s campaign Transport for London (TfL).The Stop Is Just The Startspotlights how every journey is a gateway to real-world experiences, bringing Londoners closer to the people, places, and passions they love. The campaign, that marks ten years of VCCP and TfL’s partnership, presents new beginnings, connections, and relationships that travelling on TfL’s network has made possible. After Covid, many Londoners started living lives from the comfort and convenience of their homes. Fuelled by behavioural insight research led by VCCP’s behaviour intelligence consultancy, Cowry, the campaign reminds people that they’re only ever one journey away from really living their London life – aiming to stimulate demand for public transport and generate revenue that can be reinvested into the network.

The campaign leads with three films that tell stories of human connection, reminding Londoners of the opportunities and connections that public transport provides. The films were directed by Thea Gajic through production company, My Accomplice, in collaboration with VCCP’s global content creation studio Girl&Bear and Film London, through its talent development and Equal Access Network schemes. This is the second year that brings together two proud London institutions to support emerging filmmaking talent to take their first steps into the commercial world.

A 60-second hero film, The Reunion, sits at the heart of the campaign and weaves together three scenarios where TfL’s public transport facilitates everyday experiences of connection and adventure. It launched the campaign in cinemas on Monday September 28.

Each of two 30-second films pick up a storyline from the main film, again emphasising the important role played by TfL’s public transport. The Stop Is Just The Start brings together previously disparate campaigns into one consolidated creative vehicle, encouraging customers to emotionally reconnect with public transport and rediscover the vibrant experience of London.

The idea is by VCCP creatives Jo Griffin and Ben Buswell and the campaign was originally presented during the successful repitch. 

The wider campaign includes messages about places to go in and around London (fuelled by a partnership with Secret London), the great value fares available for TfL customers, and highlights the benefits of taking public transport over driving. Out-of-home is hyper-localised, with creative variants running in different locations, tailored to the availability of local transport, planned and strategised by WPP Media’s Wavemaker.

Out-of-home creative features stills shot by Shane Taylor, and was produced by VCCP’s global content creation studio Girl&Bear and will be live across TfL’s On-System OOH estate. A series of social films were created by VCCP Social Club, behaviour change insights were led by Cowry, and a customer engagement programme was created by VCCP’s Loyalty & CRM team. Digital display and DOOH was created by Bernadette. The full UK campaign covers TV, OOH, cinema, social, print, digital and CRM.

Miranda Leedham, head of customer marketing & behaviour change at Transport for London, stated, “This campaign reminds Londoners of the vibrant experiences waiting for them just outside their front door. Every stop on TfL’s network promises to be the start of new stories, discovering new places, and reconnecting with the people and things we love. We are delighted to launch this unifying work to help Londoners really live their London life.”

Simon Learman, creative director at VCCP, added, “This campaign taps into something most Londoners can relate to: settling into the comfortable routine of home and forgetting the incredible experiences the city has to offer. We needed to give people an emotional connection to the network that feels inspiring and inviting. By showing that every bus, Tube, train or tram stop is just the start of a new adventure or connection, we’re reminding Londoners that TfL is the key to getting out and truly experiencing the city.”

The full UK campaign covers TV, OOH, cinema, social, print, digital and CRM.

Credits:

Client: Transport for London
Head Of Customer Marketing & Behaviour Change: Miranda Leedham 
Customer Marketing & Behaviour Change Leads: Jess Milner & Rebecca Langdell 
Customer Marketing & Behaviour Change Managers: Abigail Luke, Hannah Mingay, Kate Coleman, Ross Butcher & Scarlett Mount
Customer Marketing & Behaviour Change Executive: Oliver Clark

Advertising Agency: VCCP
Executive Creative Director: Jim Thornton 
Creative Director: Simon Learman 
Senior Creative Team: Ben Buswell, Jo Griffin
Managing Partner: Lindsey George 
Business Director: James Johnstone 
Senior Account Director: Kenny Dada
Account Manager: Edima Imoh 
Chief Strategy Officer: Clare Hutchinson 
Head Of Strategy: Ellie Gauci 
Strategy Director: Katie Craig
Business Director (Loyalty & Crm): Sarah Cobb 
Senior Account Manager (Loyalty & CRM): Phoebe Archibald
Senior Creative Team (Loyalty & CRM) Oliver Easthope, Rianna Woods
Head Of Design (Loyalty & CRM): Tom Gifford 
Senior Designer (Loyalty & CRM): Jessica Dunkley 
Senior Copywriter (Loyalty & CRM): Matt Young 

Media Buying Agency: Wavemaker, A WPP Media Brand

Content Creation Studio & Post Production: Girl&Bear
Executive Producer: Simon Plant
Senior Integrated Creative Producer: Slavica Delevic

Production Company: My Accomplice
Director: Thea Gajic 
Producer: Jamie Clark 
DOP: Olan Collardy
Sound Engineer: Giselle Hall
Sound Producer: Rachel Saxon & Chloe Hughes

Post-Production: Black Kite Studios
Post Producer: Carla Thomas
Colourist: Tom Mangham
VFX: Emily Govinden
Offline Editor: Amanda Marie Rose
Offline Producer: Cree Brown

Digital Production: Bernadette

Music Supervision: Twelve Decibels
Music Supervisors: Daniel Payne & Matt Lee
Composer: Greg Niemand-Perrott
Publisher: Twelve Decibels Music Ltd