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.

.

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.

And was picked up in across media press

Each flipped orientation depending on location.

The thames appeared above the text in South London, below it in North.