London’s diverse communities are celebrated in a new campaign from Transport for London, VCCP and Wavemaker UK after winning a prestigious advertising competition.TfL’s “fabric of London” campaign was being launched at the London Outernet and with the Standard on Thursday.
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00:00Just kind of embrace everything that I love about London. I think it's great.
00:04I think there's something very special about London.
00:07There's something very special about the communities that we build.
00:15My name's Emma Strain. I'm the Customer Director at Transport for London.
00:19We are delighted to be the winner of this competition.
00:21Well, it's an amazing, amazing piece of work.
00:23We were inspired by the maquette, which is the seating that we have on London's tubes and buses.
00:29That's a diverse set of different colours and patterns that Londoners would love.
00:34And that gave us inspiration to think about the diversity of London itself and all of its communities.
00:39And we brought together this piece, which tells the stories of London's diversity and its communities
00:44and of people being brought together, travelling around London, the city that we all know and love.
00:49Hi, my name's Jamie, and I've been involved with this Fabric of London event as a participant.
00:54You'll see me running around on the screen with my blade.
00:57So I became involved simply because they were looking for someone who'd completed the marathon, I believe.
01:01They were looking for somebody who maybe had a little bit of a different story.
01:05And having run the marathon a couple of times, I volunteered, and it was an absolute honour to be part of the project.
01:10My name is Bridget, and I run a social enterprise called Mama Swim, which is a swimming community in North London.
01:19I think there's something very special about London.
01:21There's something very special about the communities that we build and that we make together in London.
01:26Quite often, people are not actually from the city. There's people from all over the world here.
01:31And I think everyone is seeking community and seeking connection amongst each other.
01:35For me, it really just shares the diversity of London and how incredible London is.
01:40You know, I think so many people are in their mindset of being in London, being in their own personal bubble,
01:45and that's what they think about London. But actually, it's so different.
01:49Being involved in communities, being able to participate in events, having access to so many different events and communities, it just means so much.
01:57I have no other words other than it's just been absolutely incredible to be part of this project,
02:01to meet the other people who have also been part of it, and also just to build up that community spirit.
02:06It's just kind of embraced everything that I love about London. I think it's great.
02:11Really, the campaign encapsulates London, its diversity, its communities, and of course, transport is the beating heart of London.
02:20It moves everybody around, enables us to see our friends and our families, to go to work, to have fun.
02:26It connects all those communities and connects the people of London and its visitors.
02:30I think what's really lovely about this project is that it fully illustrates the fabric of London
02:36and the different people, the different connections people make across London.
02:40It's so nice being part of the process, recording the voiceovers in a little booth and meeting some of the other participants
02:47as we kind of cross paths and hearing their stories.
02:51I think that's the thing with London, there's so many stories, so many different people working and travelling around with completely different lives
02:59that it's really nice that it's brought here together in one place.
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