The messaging of the new campaign will be recognisable to those familiar with London’s Underground, and includes a focus on the iconic ‘mind the gap’ safety phrase that is heard daily across the network.
The risk however is that these expressions are now so familiar to travellers on the Underground that they tune them out, so the campaign makes clever use of type and illustration to highlight the moments when danger is most likely to occur.
This includes a vertigo-inducing image of a stairwell with the reminder to ‘hold the handrail’ and the text ‘take care, closing doors’ shown trapped in a tube carriage door.
TfL has a long history of effective and dynamic design and advertising, and Hudson’s illustrations reflect the familiar patterns and shapes that can be found across the network, though uses them in an unexpected way to reinforce the important messages.
The campaign will appear on OOH and digital screens across TfL’s network and on social media.
Creative Director: Simon Learman
Art Director: Ali Augur
Illustrator: Andrew Hudson