Freenow’s ambition: to be London’s most trusted source of black cabs. But there were a whole fleet of competitor apps vying for that title. Most were already majoring on the rational benefits (legroom, bus lane access, etc.).

So, instead of cars, we focused on what our audience really cared about – culture.

Our OOH campaign tied the brand to moments when Londoners want to enjoy the big city culture without the big city stress.
Running across iconic London locations, the copy mirrored the witty language Londoners use to describe travel chaos.

Favourites included: Shakespeare Without the Drama, Twickenham Without the Scrum, The West End Without the Song and Dance.

Carving out a festive niche for Freenow

Christmas shopping in London is both iconic and exhausting.

The perfect moment to communicate Freenow’s core benefits of ease and convenience for the latest phase of their black cab campaign.

With Harrods and Selfridges among the app’s top pick-up spots, we leaned into luxury retail with a touch of London humour.

A surrealist conveyor belt feeds endless boutique bags — and one chic shopper — straight into a black cab.

Under the line Shopping Without Dropping, the campaign ran across high-impact Out-of-Home sites throughout the peak festive season.