The problem.
"Here in London, we don’t simply tolerate each other’s differences, we celebrate them. Many people from all over the globe live and work here, contributing to every aspect of life in our city. We now need to make sure that people across London, and the globe, hear that #LondonIsOpen.” – The Mayor of London, Sadiq Khan
There is a unique opportunity to get the attention of the thousands of people that visit Oxford street. Put the 50 synchronised JCDecaux screens to work with an innovative campaign to show the world that #LondonIsOpen
The solution.
London shouldn’t be appreciated just for the many famous and well-known landmarks, there are so many incredible and unique destinations hidden around every corner.
To show London Is Open I want to use each of JCDecaux’s Oxford street advertising boards to represent some of London’s best hidden gems, and engage passers by in a scavenger hunt around the city.
Scavenger hunt.
To encourage more people to explore London I have created a scavenger hunt that allows the public to explore lesser known locations. The screens down Oxford street will display the letters of ‘London Is Open’, each illustrating a hidden location.
For every screen that portrays a destination, a QR code will be shown too. The QR code will link to the app where people can hunt and log all the locations. New locations that users believe deserve to be appreciated can also be submitted for other people to then go searching for.
