Few things divide Londoners like the question of North or South.

So for Rightmove, I used the thing that literally divides them: the Thames.

The same property searches appeared across both sides of the city, with the river acting as a dividing line. In South London, the Thames sat above the copy. In North London, it sat below.

The idea ran simultaneously across hundreds of 48-sheets and 6-sheets, turning every media placement into part of the idea - wherever you saw it, you were always on the right side of the river.