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Appointment to view: Oxford Landing - the campaign that never was

There are many reasons why campaign ideas never get off the ground. Here is a glimpse of just one of the hundreds ideas that never quite made it to fruition.

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Oxford Landing approached Transport For London earlier this year with an unusual proposition. The Australian wine brand wanted to transform the iconic Oxford Circus tube station in to a tranquil vineyard, re-naming the transport hub as Oxford Landing.

The idea would be rolled out across the summer and aimed to give London’s commuters a taste of the great Australian outdoors.

An entire plan for how the make-over would look was mocked up by the brand's agency, KWP! Adelaide, part of theTBWA Group. This included a new station logo, real vines at the tube entrances and a soil effect on the floor.

A digital strategy was also lined up with Wolfstar Consultancy brought in to handle the social media over a planned three month period.

It wasn't meant to be however. Talks between the brand and TFL fell through and the campaign was shelved.

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