Elephant on the Underground Campaign

BRIEF Create a TFL Campaign for London tubes to help improve the travelling experience and change the negative stigma associated with the London underground. SOLUTION #ElephantInTheunderground campaign brings the problems with the London underground to the surface making them less significant, as well as setting up a platform to explain what TFL are doing to fix these problems. New tube maps introduce the elephant in the underground campaign. Each individual line identifies an area of issue, and then terminates at the solution. The lines come together to form an elephant. A series of posters forms the main conponent of the campaign. Each poster focusses on a specific problem and identifies what TFL’s solution is.The language used is tailored towards the type of passenger using the service in that location i.e. Shopper/visitor or businessperson. The elephant is hidden throughout the underground. The colour of the elephant refers to each poster and a specific problem that TFL have identified.