Earlier this year we wrote about an attempt to inject some positivity into New York City’s transit system, courtesy of an MTA partnership with a conceptual artist, that involved printing the word “optimism” on the back of MetroCards. Now, a project called Smile for London is looking to combat the “January blues” and “raise the spirits” of travelers in the city’s Tube with “positive, thought-provoking visual stimulation.”
Working with CBS Outdoor UK as a media partner, the organization will program a “creative intermission” on train platform screens for two weeks during the weekday morning commute; weekday evenings will highlight local arts events. Currently 20-second submissions are being solicited for the morning portion—the brief is to create a “silent piece of moving image with a view to pushing the boundaries of the medium.” Behind this initiative is The Meme Partership, which calls itself a “socially focussed creative enterprise merging public art with contemporary campaign initiative”; Vimeo and Museum of London are its two sponsors.
Crowded, chaotic urban environments are hubs of anxiety, and will become more so as global populations continue a trend of migrating into cities. Brands can help alleviate this by participating in the Creative Urban Renewal movement, one of our “10 Trends for 2011.” Smile for London is a prime example of the types of projects we’ll see more frequently—innovative ideas for improving local environments, adding beauty or helping to bring communities together.
Photo Credit: http://www.smileforlondon.com/