Max Colson: Tales

Photojournalism MA student at the LCC

Priceless – TFL’s new ‘art’ advertising campaign

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TFL lost property

A poster for Transport For London's 2011 Lost Property Campaign

A great idea is a great idea. This one comes from the field of advertising. TFL’s (Transport For London) recent art exhibition for their lost property office is very nice. Let’s break it down.

Real World Problem: The issue that TFL had was that only a few people were coming to lost property to claim stuff because they had already assumed that their property was stolen immediately after they left it on the tube (I surmise).

Creative Challenge: How does one suggest that the above isn’t true?

Creative Solution: Create an art exhibition out of the art objects left in lost property (cos let’s face it all of the electronics and clothing articles would have actually have been stolen).

This campaign is very slick because it communicates the value of the objects that end up in the lost property in a way that will appeal to a broad range of people, whilst cleverly using objects that actually don’t have any financial value (ie which are the ones that are mostly left in lost property). The power of words like ‘exhibition’ and ‘curation’ are impressive here.  As is the way that we perceive art. If you would like to see exactly how these marketing techniques work you can now actually buy posters of this unclaimed art from TFL’s shop. It is very savvy.

But more to the point who in their right mind is really going to ever give two hoots about a lost property advertising campaign unless it’s sexed up like this?

Ohhh sexy, artistic lost property. It’s very well done.

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