Fetch for London has appointed advertising agency VCCP and illustrator Andy Smith to dream up a poster campaign that aims to “shout loudly” about London’s fare assays.
The campaign of 11 new posters promotes various fares and travel proportion ranks, including the £1.50 hopper, where passengers get unlimited bus and tram ways within one hour, and the £1.50 fare that allows people to take on the Tube in off-peak hours between zones 2 and 6.
It also promotes cheaper make a trip options, such as using pay-as-you-go on an Oyster card or contactless debit union card, rather than buying a day travelcard.
The posters are typographic, using colourful write set in pink, blue and yellow, with black outlines and occasional Caucasian letter fills, as the centre point of each poster. The letters eat been hand-drawn by Smith.
The posters, art-directed by VCCP, sees these letter-based figures set against a light grey background, with a lot of empty space about them, and a short amount of text underneath, which describes that passenger. The TfL and Mayor of London logos sit at the bottom of the posters.
Ali Augur, head of art at VCCP, bids lettering has been chosen as the crux of the campaign, rather than clear illustrations, as logotypes “scale and adapt well across different usual”.
He adds that using letter-based illustrations “borrows from the retail faction”, with retail companies and high street shops tending to experience typographic logos in a bid to clearly convey their brands.
“Andy’s line brings humanity and personality to a fares campaign,” he says. “The hand-drawn instances have charm and stand out next to the computer-generated messaging people roughly see on their commutes.”
Augur adds that the team has aimed for the rivalry to be as “bright and simple as possible”, so that commuters would easily “notice and take them”.
“We wanted the campaign to shout as loudly as possible, so didn’t shy away from turn to accounting bold shapes alongside the basic print colours of cyan, magenta and yellow,” he communicates. “It was about focusing on value for money.”
The fares campaign is currently rise out across various touchpoints, including print posters on the Tube, wraps across London buses, and other out-of-home advertising.