JC Decaux Advertising Campaign

Business Challenge: Oxford Street in London receives millions of tourists a year. The city wants to promote the idea that London is open to diversity and inclusivity. Rather than saying the city tolerates difference, they want to send the message that they embrace it and celebrate the changes that make us us.

Key Insight: The solution to this business challenge was attacking stereotypes of what London's demographics look like. What if this campaign could show us just how diverse London is, without necessarily changing anything about London's identity?

Big Idea: Image and perception are the big ideas for this campaign. The focus is change up the image of what Londoners and the identity of London looks like, and then the perception of London itself would change.