With new contenders breaking into London’s skyline scene, The View from The Shard needed to reassert its claim as the city’s most memorable destination for culture-seekers.
Its biggest differentiator? Where others offered only partial panoramas, The Shard promised uninterrupted 360° views. The opportunity was simple yet critical: reposition the experience beyond a viewing deck to an architectural vantage point you simply couldn’t overlook.
The central theme of our “See More” campaign contrasts London on the ground with London in the clouds. At street level, the view is cluttered, blurred, and blocked. From The Shard’s panoramic platform, it’s clear, expansive, and unmissable. Coupled with location-specific copy (e.g. From “Mark’s house is X miles away” to callouts of London’s most recognisable landmarks) the 360° promise becomes tangible and memorable.
To give the campaign a premium, architectural edge, we art directed a bespoke shoot in collaboration with Perspective Pictures, capturing both the grandeur of the skyline and the intimacy of the viewing experience. The visuals rolled out across a city-wide takeover — from buses and large-format billboards to digital escalator ribbons and screens in London’s busiest stations, plus TV and radio spots.
The campaign’s success saw it evolve into a year-round seasonal activation, refreshed to reflect the changing skies and colours of the city.
