The Brief
Oxygen Conservation were launching Rewilding Wealth, a new book that bridges conservation and capital, with endorsements from Ben Goldsmith and Rob Gardiner. They wanted high-impact Underground digital in front of the exact audience the book speaks to. The City finance crowd at Canary Wharf, the Elizabeth Line commuter base at Farringdon.
The brief came in early May. They needed live creative on the Underground for launch. Tight window, but the book launch date was fixed, so we had three weeks to lock the sites, agree the placements, get artwork in spec, and schedule with the media owner. No slack in the timeline.
Canary Wharf Digital Gateway · live on the day
Farringdon Digital Ribbon · live on the day
The Approach
Two Underground formats, both chosen for the audience match.
The Canary Wharf Digital Gateway is two double-sided LED panels suspended above the Jubilee ticket hall, in the heart of the City's financial district. Every banker, lawyer, accountant and asset manager moving through that station saw the campaign on entry and on exit. The creative carried Ben Goldsmith's endorsement ("Rewilding Wealth tells a hugely important story for our time") and Rob Gardiner's ("This is the book that finally bridges conservation and capital") directly in front of the readers the book was written for.
The Farringdon Digital Ribbon is a different beast. 46 Full HD LCD panels mounted alongside the Elizabeth Line escalators, with creative playing in sequence across the full ribbon. Farringdon is one of London's busiest interchanges, sitting on the Elizabeth Line, the Thameslink network and three Tube lines, so the placement extended the campaign beyond the City finance audience to the wider professional commuter base.
Both placements went live for the book launch on 2 June. Two distinct audiences, one book.
