You think you know London!
I developed a concept-led campaign as part of a competitive TfL tender, reframing perceptions of the estate by highlighting the scale, diversity, and cultural relevance of London.
Built around my idea “You think you know London?”, the campaign challenges audiences to reconsider familiar environments, revealing new perspectives through bold, insight-driven creative.
Created for a high-profile pitch, the concept translates into a cohesive, multi-channel campaign across OOH, digital, and social.
Route 1: Beyond
A bold, statement-led campaign designed to challenge assumptions around Out of Home and reposition Clear Channel as a progressive media partner.
Through provocative messaging and high-impact visuals, the idea creates conversation-led content that cuts through and keeps the brand front of mind.
Route 2: Guessmark
A social-first, interactive concept designed to turn London’s landmarks into a participatory guessing game.
By blending iconic and lesser-known locations, the idea invites audiences to engage, share, and return using curiosity and reward to drive repeat interaction and awareness.
Together, these routes demonstrate two different ways of solving the same challenge, one through interaction and play, the other through provocation and perspective.