Battersea is launching a London Underground digital out-of-home takeover across three major London Elizabeth line stations – Bond Street, Tottenham Court Road and Farringdon – to mirror passenger journeys with those of rescue dogs and cats to their new forever homes to show how the charity has helped them along the way.
The campaign, created in collaboration with New Commercial Arts, is part of Battersea’s winning campaign for Global’s Look Ahead 2025 competition. It launches next weekend.
The creative has been designed to be highly contextual to the format, with relevant messages appearing across multiple points of a passenger’s journey on the Elizabeth line – the “gateway” as they enter the station, the ‘ribbons’ as they ascend and descend the escalators, and on the ‘runway’ screens by the Tube doors at platform level.
The campaign is also time sensitive, with a different creative being shown during the day and another for the busy commuting hours.
Eight executions show how Battersea is “All in, for their journey home”, and aim to reference the countless stories of the work to help find homes for rescue dogs and cats. The activity is designed to show the animals’ personalities shining through as the dogs and cats interact with the formats; bounding between screens for example, interacting with the words on screen, and with the passengers viewing the ads.
Battersea beat a shortlist of eight ideas selected by a panel of 15 leading figures in creativity, media and marketing to win the competition and secure lucrative media space, with the judges praising the campaign’s ability to utilise the physical environment in a fun, relevant and creative way.
Battersea head of brand and creative Harriet Lancashire said: “Battersea goes above and beyond for every dog and cat that comes to our centres, as well as helping to improve the lives of the animals we’ll never meet around the world. This campaign showcases the love and expert care that Battersea gives to rescue dogs and cats on their journey to finding a new home, and we hope it brings a smile to the commuters of London as they make their own journeys home.”
New Commercial Arts executive creative director Steve Hall added: “Battersea does such a great job helping animals along their rehoming journey. These ads, targeting people so specifically on their own journeys, are a wonderful reminder of that work. And they’re sure to warm the hearts of even the most battle-hardened London commuters.”
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Oh the Elizabeth Line, I worked for them when it was run by MTR, but all the Minority Staff were pushed to the back of the queue for training, so I left.
Heartbreaking to wait for training, and see the Straight White British staff pushed to the front of the queue for training. Financially injurious when completing training comes with a big payrise.