For D&AD’s New Blood Competition, Ford asked creatives to improve mobility.
For D&AD’s New Blood Competition, Ford asked creatives to improve mobility.
With global congestion growing, and 75% of the world’s population living in cities, our freedom of movement is being pinched.
The transportation system of tomorrow needs solutions, and those might rely on experimental approaches to mobility.
Can a car company help solve the problem? Some might argue, it’s more than a possibility — it’s their responsibility to help.
The average person in England makes nearly 1,000 trips each year across private and public transport.
Residents of London travel 65 million miles annually on roads. They take 24 million journeys using public means.
Most of these journeys are clustered around certain hours, as part of a routine.
A major problem threatening mobility in London is the uneven distribution of travel.
The London Off Hours city-wide initiative encourages residents and visitors
to experience London in a less familiar light.
Instead of discouraging traffic, Ford is incentivizing people throughout the city to reconsider their routines. The project is a partnership with the City of London and Time Out Group, called London Off Hours. With special events and participation from businesses across London, we’ll get journey-goers to shift some of their trips away from rush hours. Rather than doing all errands and activities during peak times of congestion, they’ll travel a little more when the roads are less traveled.
Ford’s dynamic social shuttle
Ford will power London Off Hours by giving people shared rides to the places they want to go.
Integrated into the Time Out London site and app, travelers can request on-demand pick-up and drop-off to participating businesses and campaign events. Time Out London’s digital properties will feature an icon and CTA prompting users to request a ride on Ford’s Dynamic Social Shuttle.
Time Out provides a top-of-mind platform on which users wanting to explore the city can engage with London Off Hours (LOH)
For visibility and easy search functionality, users will see LOH integrated into the app as a category
Users can browse featured events and promotions, filtered according to their preferences, while also being able to search for relevant venues and activities
Venues around London feature special late-night shows and concerts for a week during the initial campaign launch. Discounted tickets and giveaways will be available.
Chelsea boutiques, Piccadilly Circus shops, local cafes, and galleries open at night (7pm-midnight) throughout the week to present Open House sales and exhibitions.
Movie theatres and local cinemas offer early-bird morning movies and after-hours film screenings for a discounted price.
London's best museums open their doors for After Dark free visits to some of the world's greatest and most historical collections.
Pubs and restaurants host reverse happy hour 9pm - midnight. Featured venues serving alcohol will emphasize Ford's Dynamic Social Shuttle on Time Out to support safe transit between destinations and discourage unsafe driving.
Gyms open late for night owl workouts; boot camps and exercise classes host special early-to-rise sunup sessions
Art Direction by Cristina Musso