Southwark Council have pledged to revitalise neighbourhoods in the borough, transforming them into places where people can all be proud to live and work.
One of the main areas for the programme is the £3 billion transformation of the Elephant and Castle area, including new council leisure centre, an integrated transport hub, pedestrianised town centre, a mixture of affordable homes, and a redeveloped shopping centre. In order to combat a lot of misinformation and misconceptions surrounding the project Southwark wanted an outdoor campaign leading on the positive aspects of the project and build excitement.
The campaign we created ‘My Home is My Elephant, My Castle’, reflected the ownership of the area that locals felt.
We used original, contemporary illustrations to depict the key regeneration themes and facts in an unforgettable way.
The designs were vibrant, eye-catching colourful designs to engage and motivate everyone who came into contact with them, creating a sense of aspiration and a positive ambience.
This style also compliments Southwark Housing’s creative communication approach, adding consistency throughout the borough.
The campaign is part of the ongoing communications campaign that will last the length of the project, which is set to last 15 years.