Politics. Tamed

Background

As the UK’s original deadline to leave the EU loomed, the government was in disarray over negotiations, which dragged on and on and were virtually incomprehensible to much of the public. With the constant braying, territorial divisions and infighting, the atmosphere in the House of Commons increasingly resembled a zoo. Capturing the mood of the nation, the 'Politics. Tamed.' campaign anthropomorphizes politicians as animals, showing them with similar characteristics to the ever-bickering MPs. So there are squawking parrots, hysterical hyenas, slippery snakes and ever-changing chameleons adorn the green benches of the House of Commons. Order is not restored until the lion and the unicorn – from the royal crest of The Times masthead – enter proceedings.

Idea

Building on their successful 'Politics. Tamed' campaign that originally ran in February, the challenge was to capture the increasingly confusing and ever more wild world of politics, by highlighting how Westminster has become a jungle. Overgrown with vines, trees and jungle flora, and inhabited by dangerous beasts striving for supremacy, they took over Westminster Tube station, renaming it Westminster Jungle. The iconic Tube roundels were replaced with Westminster Jungle; vines grew around station entrances; wall wraps and OOH sites showed the political beasts rampaging around the station. And commuters were provided with a cover-wrapped copy of The Times on exit from the station, to help guide them through the political jungle.

Results

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