An innovative concept to make it easier to navigate London on foot by marking the city’s underground rail routes at street level has been named the winner of the Ford-sponsored brief at the Design & Art Direction (D&AD) New Blood Awards.
The campaign concept called Streetlines was developed by student Jamie Quantrill of Falmouth University and is designed to help alleviate congestion on underground rail journeys by reminding commuters that distances between many stations are walkable.
Coloured lines on central London’s streets matching those of the iconic London Tube map would provide helpful directions for tourists and would show the direction to the next tube station and the average time it takes to walk there.
Ford challenged students, recent graduates and people under 24 years old from around the world to develop mobility solutions for their city in the Mobilise Citywide Change category of the D&AD Awards. Twelve category finalists were chosen from over 160 entries, with ideas ranging from improving driving skills in Africa to enabling commuters in Mexico City to work while travelling in a modified shuttle bus.
Ford Smart Mobility
Ford is currently expanding into both an auto and a mobility company. The company is aggressively pursuing emerging opportunities through Ford Smart Mobility – its plan to be a leader in connectivity, mobility, autonomous vehicles, the customer experience, and data and analytics. The winning Streetlines campaign concept will inspire and inform future Ford Smart Mobility journey planning concepts.
“Our research shows that even though walking is the second most common mode of transport in the UK, less than 10 per cent of people travel on foot for commuting or business reasons,” said Will Farrelly, Ford Smart Mobility, Ford of Europe. “Walking is not just a healthy and enjoyable way to get from A to B – for short journeys between Tube stations it may well be faster. The Streetlines concept is a simple but clever way to communicate that information to travellers and improve mobility in London.”