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The WayBack Initiative Award-Winning OOH Campaign

Raises the bar for creativity in outdoor —Havas London

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Havas London and The WayBack initiative launch award-winning OOH campaign 

 Havas London won Global’s ‘The Look Ahead’ competition with the campaign concept last year


London, The WayBack, an initiative designed to help those living with dementia and Alzheimer’s and their careers through virtual reality film, has launched an award-winning outdoor campaign with Havas London.

Spanning 13 London Underground and Elizabeth line stations, the campaign takes over fifteen ‘ribbons’ – the digital displays that run the length of the escalators at London Underground stations. The screens serve as windows into the past, making it seem as though the commuters of today, are riding escalators alongside commuters and travelers from the 1960s (who are dressed in the fashion from the period and reading newspapers of the era).

The campaign looks to drive greater awareness of the virtual reality film series and The WayBack initiative, whilst entertaining and engaging commuters.

In December 2022, the campaign concept won ‘The Look Ahead competition’ – created by Global, the Media and Entertainment Group, in partnership with Contagious and Transport for London. Following this, the campaign was awarded media space by Global in the form of fifteen ribbon screens across London’s transport network to bring it to life.

Vicki Maguire

Chief Creative Officer at Havas London, Vicki Maguire said: ‘’When creativity is used as a force for good, the outcome is something to shout about. Proud of Dan, Andy and everyone involved in this award-winning campaign. They’ve turned an everyday OOH space into something magic – that’s bloody genius.’’

Anto Chioccarelli

One of the judges, Anto Chioccarelli Global’s creative solutions director, described Havas London’s entry as a “powerful, optimistic, evocative idea, taking people with dementia, and carers, back to scenes from decades ago.” She went on to say that the campaign “raises the bar for creativity in outdoor and is a perfect case study to showcase the creative potential of the digital ribbon screens on the London Underground.”

Rebecca Canham, Senior Contract Manager at Transport for London (TfL), said: “Our advertising estate is one of the most iconic in the UK, not least London, with the digital ribbons one of our newest assets. The winning idea is an excellent example of a campaign that uses these assets impactfully to capture the imagination and attention of its audience, while communicating in a meaningful way about a sensitive topic. Looking forward, I hope this entry illustrates how other brands can also think creatively about how they can use our transport network too.”

The campaign was executed by Havas London and Havas Studios, with its creative execution led by co-founders of The WayBack and Executive Creative Directors at Havas London, Andy Garnett and Dan Cole. Production and post-production was handled by Absolute post, supported by Global and in collaboration with FLIPT. The outdoor campaign runs for two weeks.

The Wayback immersive app was developed by Will Yoxall at thisisuntapped.com.

Project name: The Wayback VR – Digital Ribbon
Client: The Wayback
Creative agency: Havas London
Chief Creative Officer: Vicki Maguire
Executive Creative Directors: Dan Cole & Andy Garnett  

Global Head of Content (Havas Studios) & Head of Production (Havas London): Katie Keith
Head of Film: Louise Bonnar
Agency Producer: Jakub Pieta
Assistant Agency Producer: Elvin Musiriza & Simba Martins
Account Team: Jakub Pieta
Creative Production Director: Dean Trendler
Designer: Yassa Khan & Miles Niblett
App Developer: Will Yoxall

Production Company: Havas Studios
Director: Kevin Thomas
Head of Production: Flo Clive
Executive Producer: Ben Kaufman & Philippa Thomas
Producer: Femi Anderson
Production Manager: DoP: Bob Pendar-Hughes
First Assistant Director: Akay Delano
Art Director: Rana Fadavi
Hair & Make-up: Sarah Cherry
Costume Designer: Lorraine Kinman
Camera Equipment: One Stop Films
Post-Production: Absolute
Production Director: Belinda Grew
Executive Producer: Pete Winslett
Editor: Christy Brooks
VFX: Becanti Wijnbergh

Media Owner: Global
Creative Solutions Director: Anto Chioccarelli
Group Partnerships Manager: Lemara Bailey
Digital Campaign Specialist: Tom Dobson
Digital Campaign Specialist: Milo Maya

Transport for London, Head of Commercial Partnership: Chris Reader
Transport for London, Senior Contract Manager: Rebecca Canham

Edit, Colour & VFX: Absolute
Editor: Christy Brooks
Colourist: Juliette Wileman
VFX Supervisor: David Smith
VFX Artists: Dean Wyles, Kieran Baxter, Becanti Wijnbergh
Executive Producer: Belinda Grew
Producer: Pete Winslett
Production Assistant: Dannica Green


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  1. victoria greene says

    Which 13 stations display this ad? Would love to know specific station names.

  2. Chrissy Williams says

    Love this campaign, you can’t beat digital ribbons to reach London Underground commuters.

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