A love letter to London
Greater London Authority launch a heartwarming campaign celebrating the moments, events and emotions that underpin Londoners' love for their city.
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The Mayor of London and Greater London Authority have launched Love London a new campaign which aims to encourage Londoners to re-connect and spend time with the city following the devastating impact of COVID-19 on London's retail, cultural, hospitality and leisure industries.
The centrepiece hero film is an ode to the capital, portraying a single day in London from many different perspectives, opening with a runner at dawn and ending with a group revelling into the early hours.
The series of authentic vignettes celebrating the diverse moments, events and emotions that underpin Londoners love for their city are peppered with documentary style snippets which provide a gentle reminder that it’s Londoners who make London the city it is.
Credits
powered by
- Agency Weber Shandwick/London
- Production Company Knucklehead
- Director Hugh Rochfort
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Credits
powered by
- Agency Weber Shandwick/London
- Production Company Knucklehead
- Director Hugh Rochfort
- Creative Director Richard Copping
- Senior Producer Shubha Bharill
- Producer Bill James
- Senior Creative Jack Duffield
- Senior Creative Christopher Marsden
- Producer Philip Trevillion
- Producer Jessica Anderson
- Design Lead Jo Cartlidge
- Designer Tom Shaw
Credits
powered by
- Agency Weber Shandwick/London
- Production Company Knucklehead
- Director Hugh Rochfort
- Creative Director Richard Copping
- Senior Producer Shubha Bharill
- Producer Bill James
- Senior Creative Jack Duffield
- Senior Creative Christopher Marsden
- Producer Philip Trevillion
- Producer Jessica Anderson
- Design Lead Jo Cartlidge
- Designer Tom Shaw
“There’s a lot of responsibility in creating a campaign for London, this city means a lot of different things to a lot different people. We knew deep down, Londoners have an immense love of their city, which is something we wanted to celebrate," stated Richard Copping, Creative Director, Weber Shandwick. "Our creative approach of a Love Letter to London felt like the right idea to make Londoners feel special about their home. It also allowed us to capture some of the many moments, sights and sounds that make this place the greatest city in the world.”
A photography competition to encourage Londoners to share what they love about London is being launched in partnership with Time Out as part of the campaign, with the winners set to receive one of five unique experiences in the city and their photo featured on Piccadilly Lights.
This summer, after a poll by City Hall showed that 40 per cent of Londoners don’t know of ways to enjoy London for free, the Mayor has been highlighting the wide range of free and cut-price events and activities available.
New film, art and nature trails have also been created to help Londoners discover more about their city. In collaboration with Film London, ‘London film locations to love’ highlights 10 famous scenes that can be relived, such as Four Weddings and a Funeral, Paddington, and Rocks.
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“Like all great love stories, the love of London is complicated. The events of the past few years have transformed Londoners relationship with their city," commented Helen Bennett, CEO, Weber Shandwick commented.
"From those who are just embarking on their early stages of their relationship to reminding long-term Londoners why they fell in love with the city in the first place, we were delighted to be part of this important campaign to encourage Londoners to make the most of what is on their doorsteps and ultimately show that it’s impossible to just have a fling with London – it’s an enduring love affair”.
