Transport for London (TfL) has launched a bold new integrated campaign that reimagines the iconic seat moquette patterns found throughout the network, with a message celebrating the city’s rich diversity. Named Fabric of London, the campaign, created by VCCP and Wavemaker UK, emerged victorious in Outernet London and The Standard’s London’s Greatest Advertising Competition, which TfL won in 2024. The competition invited agencies and brands to craft a campaign that encapsulated the spirit of London, with the top prize offering £1 million worth of media space across various platforms.
The winning campaign features an intricate design inspired by TfL’s distinctive moquette seat patterns, a design element synonymous with the London transport network since the 1920s. The patterns have evolved over the years, with each variation drawing from the city’s unique character and cultural history. For Fabric of London, VCCP has brought these patterns to life in a new form, illustrating London’s diversity by weaving together elements such as station tiles and transport symbols like escalators and buses, which have long been a part of TfL’s visual identity.
At its heart, the campaign is an animated tapestry that tells the stories of Londoners from all walks of life. Through dynamic visuals, the campaign highlights the interconnectedness of the city’s diverse communities, showing how TfL’s transport system plays a central role in the daily lives of its passengers. Drawing from extensive research led by cultural insight specialist Steven Lacey at The Outsiders, Fabric of London is built on real-life stories shared by Londoners from varied backgrounds. The stories include personal experiences, such as attending a Hindu wedding via bus, meeting friends from diverse walks of life, and running the marathon with 53,000 others from all backgrounds and abilities.
These testimonials were then transformed into artwork by VCCP and production company Everyone, with input from TfL’s Product & Industrial Design teams, to create a new, emblematic version of the moquette. The design is not just an aesthetic tribute to TfL’s heritage but also a narrative device that binds Londoners together in a shared experience of connection and community.
To ensure widespread exposure, the campaign will be seen across multiple high-profile media platforms. A beautifully crafted print version will feature as a double-page cover wrap in The Standard, while the animated film, produced by VCCP’s digital agency Bernadette, will take over the 23,000 square feet of immersive screens at Outernet London’s Now Building for four weeks. The immersive experience is expected to draw large crowds, giving viewers an opportunity to engage with the campaign in a dynamic, three-dimensional environment.
From 10 February, the campaign will also run for two weeks across digital out-of-home (DOOH) sites located throughout the TfL network. Organic social media content will be shared across TfL, Outernet London, and The Standard’s own channels to extend the reach and ensure the stories are seen by Londoners and visitors alike.
Emma Strain, TfL’s Customer Director, expressed the importance of the campaign in the context of the company’s 25th anniversary: “Winning this coveted advertising competition with Outernet London and The Standard for a project that highlights the role TfL plays in bringing communities together has been especially meaningful. The combination of TfL’s iconic moquette with the message that everyone has a place in this city is very powerful.”
The design and campaign also resonated with VCCP’s creative director, Simon Learman, who described the project as a celebration of London’s diversity, connected by the “peerless transport system” that brings its people together. “Our newly-designed seat moquette allows us to bring to life passengers’ testimonies and tie them emotionally and physically to TfL,” Learman said. “Both Outernet and The Standard give us a unique opportunity to bring this story to life at a scale that truly reflects the humanity of the project.”
Oli Halliwell, Client Managing Director at Wavemaker UK, echoed these sentiments, highlighting the campaign’s aim to engage and resonate with a broad audience. “Fabric of London is a celebration of what makes London so great – our diverse community,” he said. “It’s been an absolute pleasure to work in collaboration with TfL and VCCP to deliver such a thought-provoking campaign.”
The Fabric of London campaign represents more than just an advertising initiative; it is a poignant homage to the city’s identity, celebrating the collective experience of Londoners through the medium of TfL’s iconic design elements. With extensive media reach and immersive storytelling, this campaign is poised to make a significant impact, reinforcing TfL’s role as an integral part of life in London.
Jessica Dracup-Holland, Chief Marketing Officer at Outernet London, expressed her excitement about the campaign’s debut, saying, “We’re thrilled to see Fabric of London come to life on our world-famous screens. The creative concept cleverly showcases and celebrates the diverse stories of the city through TfL’s iconic moquette, embodying the essence of London’s cultural landscape.”
Dan Locke, Chief Commercial Content Officer at The Standard, added: “London’s rich diversity is at the heart of The Standard’s storytelling, and Fabric of London perfectly captures the essence of our city through a powerful blend of heritage, creativity, and community. We’re proud to bring this winning campaign to life across our platforms, ensuring it reaches Londoners far and wide.”
As the campaign continues to unfold across various media platforms, it promises to provide Londoners with an inspiring reminder of the city’s unique and unified spirit.
