Our key thought was ‘Useful Knowledge.’ We took our inspiration from ‘Information is Beautiful’ and began to dissect each of the messages into easily digestible chunks.

Our mantra was very much ‘keep it simple, stupid.’ We began to work on a unique style, generated Manchester-based illustrator, Rob Bailey. And developed a palate of colours which would be vibrant and distinctive on the network. Each of the 28 individual behaviour messages was given its own graphic solution, with humour and metaphor. And headlines and copy were kept both simple and minimal.

We were mindful that each ad also had to work in digital display, as well as the more standard poster format, so we looked into giving each execution the potential to move.

The executions are currently running (indefinitely) across the network and visible to 8 million transport users, each day.

As well as providing vital information in a simple, fun and informal way, they help to brighten up a dull journey. They become part of London’s rich canvas.

The campaign also helps to reinforce the message that TfL is a modern, progressive brand that cares about the future and continued investment in a network we can all be proud of.