Freenow’s ambition is to be London’s most trusted source of black cabs. But there were a whole fleet of competitor apps going 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.

 The 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.