London Overground
Customer Confidence Campaign.

The creative team at Design79 have been working closely with Arriva Rail London and Transport for London to convey messages across the rail network.

The aim was to continue to increase awareness about face coverings, but also to highlight the constant cleaning work that is being carried out. The messaging was to be more lighthearted and warm in tone than that of previous campaigns. 

Our solution.

We created a set of ten animal characters who could all be used in a friendly way to convey the various messages.

We have a wolf who can huff and puff, but must wear his mask. We have a night owl who tirelessly cleans for your safety. There is the elephant who struggles to put on the mask but gets there in the end (because it’s worth the effort).

The animal element allowed the campaign to poke fun at masks, and the issues around them, without the risk of offence to anyone. 

Once the various character stories were agreed we created short, punchy animated videos that are now playing in the Overground trains and stations in the Capital.

We are also rolling out the campaign branding across Oyster card wallets and other collateral. The characters and stories will develop into a social media campaign over the coming weeks. We continue to build on this creative output with our clients; watch this space for further fun developments.