Our challenge was in getting through to busy commuters and conveying the message in a way that didn’t feel patronising or lecturing. How do you tell people off in a way that actually puts a smile on their face?

London Underground stations have many space restrictions when it comes to ambient media so our solution could not rely on physical builds. We used spaces that already existed in the environment, namely busking spots and whiteboards which are used for announcements in every station.

Live performances, poster campaign and ambient outdoor

Londoners took the campaign to heart. It generated 6.2m impressions in one week before any paid media. Awareness was raised across London and around the world, with coverage on over 70 websites, a ‘Behind the Idea’ feature in The Metro (the world’s largest free newspaper) and TV coverage on BBC London News.

Online impressions have now reached 7.9m. The guerrilla poetry had a 97% positive response (favourable vs. non-favourable mentions) from an audience that is more used to complaining about the brand. It became Transport for London’s most talked-about campaign to date.