Rightmove - London
Few things split Londoners more than the age-old question: North or South.
So I turned the very thing that fuels the rivalry into the idea for Rightmove’s latest localised London campaign - the Thames.
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The identical search terms ran in two bespoke executions: a 48-sheet and a tighter 6-sheet version with bothing placing the river as a clean dividing line.
The media appeared in hundreds of sites simultaneously across London.
Each flipped orientation depending on location. Above the text in South London, below it in North.
