Smile for London – 20 second shorts screen across the London Underground


Smile for London, an exciting new initiative brightening the London commute, is working towards becoming a permanent feature after gathering national and global support. The unique two week film showcase was broadcast across digital platform screens throughout the London Underground network. Developed by creative team, Meme Partnership, the Smile for London campaign harnesses art and creativity to bring short films to London’s Underground commuters.

The campaign sparked international interest with news channels delivering global coverage and re-igniting London’s reputation as cultural capital of the world. The daily changing program of film, art and animation was displayed on digital platform screens across key London Underground sites on weekday mornings and evenings during the rush hour commute. The morning films were curated with a view to lifting morning spirits, whilst the evening films were been selected to provoke thought and inspire. 

Celebrated artists and film makers such as Academy Award winning Aardman Animation, director of the moment Saam Farahmand and painter Stuart Pearson Wright, who’s first work in motion stars Keira Knightley, were invited to screen works over the two weeks.

These films were showcased alongside winning entries from a public call for submissions, chosen by a panel of industry leaders including onedotzero and Neville Brody. The winners were announced at the launch at the Museum of London.

The Smile for London campaign has been a year in development and was founded from a desire to promote young talent as well as introduce diverse forms of creativity to public spaces. The campaign has amassed support from the creative community both off and online at the motion focused forum

Jo Kotas and Alex Stevens, co-founders of the Smile for London project, said: “This is a hugely exciting project for us. We want to celebrate the creative talents of our city and at the same brighten the journeys of London’s commuters. Our ambition is to send people to work with a smile and gather as much support for the campaign as we can.”

The Museum of London, who have recently opened their Modern London galleries, played host to the preview night and are also showcasing the films as the campaign runs on the Underground. David Spence, Director of Programs at the Museum of London, said: “The Museum of London seeks to inspire a passion for London – a city well-known for its creativity and vibrancy. We are delighted to support this innovative new project, which we hope will touch the lives of London commuters as they return to work in the New Year.”

The project is run in conjunction with media partner CBS Outdoor UK and supported by both Vimeo and the Museum of London.

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