London Moments

In spring 2018, our class was invited to pitch concepts for an ad campaign run by the Mayor of London, Sadiq Khan. The goal: attract tourists and remind Londoners of that “London feeling”—the magic you experience from late nights in Shoreditch to early mornings at the market. Both locals and visitors would be encouraged to celebrate and share these small moments.

To build the campaign, I requested submissions from my fellow students at Chelsea College of Arts—some born and raised in London, others (like me) from across the globe. We’d all chosen to live in and love this city, so I wanted the ads to reflect that diversity in experiences and points of view.

The concept invited Londoners to submit their own “London Moments” via Instagram or Twitter using the hashtag or account @LondonIsOpen. Selected submissions—like those I gathered from my peers—were paired with personal captions supplied by the contributors themselves.

How I’d refine this today: I’d add a QR code for easier photo submissions and showcase messages not only in each person’s own handwriting but also in their native language, while exploring more modern font choices.

Mockup

Posters