In a world that so applauds the voguish and the viral, it’s a comfort to know there are still Whimsies in the wild. Mythics and storytellers, make-believers and homebodies. This campaign is our ode to these authentivists; the peculiar souls to whom the world owes wonder.

Made for — and by — the homebodies, the rascals, the eccentrics, the elders, and all such stewards of nonconformity, The Whimsies campaign is anchored in our appreciation of the unique. A celebration of individuality through a collective lens, created by a brand who knows that it takes unique people to make unique places. Minimal, monochromatic, and riddled with meaning, this is a brand campaign with soul.

The creative copy that accompanies each of the campaign’s subjects plays with ideas of poetry, riddles, and wildlife documentary-style observations. Each its own capsule story, and a window into a unique internal world, we took a tongue-in-cheek approach to biography; amusing narratives that doubled down on the campaign’s ethos… the more authentic, the better. The inclusion of Bionic Reading, a reading system that aids reading flow by bolding the first few characters of words, was utilised for the benefit of our neurodivergent audience, in order to present a campaign that is fully inclusive in spirit, not just name. Real people, found folk and friends, with uniqueness baked into their bones:

Ah, the elusive homebody.
Behold it in its natural habitat, all blanketed and book’d, moving through ecosystems at the flick of a wrist. They are cocooned in words and fuelled by hush and travel far without leaving the nook.

Ooh, a thoughtsman.
Look at it go, tasting sounds and hearing colours. Theirs is a wordless world; they are custodians of quiet and keepers of rituals, inhabiting mind meadows and making silent sonnets of encyclopedic thoughts.

Lookit, an impish elder.
All wise-eyed and silver-whiskered, making play the order of the day. The humour is whip-smart, the memory evergreen — listen, and from their mouth spills the nectar of yesteryear, an antidote to the avant-garde.

Behold, the wunderkinder.
Such a peculiar species. Witness their clairvoyant camaraderie, their rejection of grown-up sensibilities — they are explorers of oddity and scholars of strangeness, clever little excavators on a forage for knowledge.

Look’ee here, a beatnik.
The artisan of inverted perspective, twisting norms upside down every chance that it gets. Find it on the fringes of society, where the bards and philosophers play, swapping shallow pursuits for soul soufflé.

Observe, a furapist.
What we have here is a healer, a happy-go-lucky chucklehound, a sneezes-for-fun silly goose with a soft spot for slumber. Its life’s work is intangible, but feels like fireflies and apple pies and honey on a drizzler.

Nine adverts will appear on the London Underground, running from September throughout December.