Car Free Day 2019

Client: Transport for London

Agency: WRG

Reimagine was London’s largest ever car-free day event, designed to coincide with World Car Free Day on 22nd September 2019.

We created a series of fully accessible interactive experiences and journeys that would educate, entertain and inspire Londoners of all ages and backgrounds to imagine what a city made for people, rather than cars, would be like.

We transformed 27km of London streets to create five themed journeys packed with engaging activities that demonstrated the physical and environmental benefits of being car-free. By working alongside TfL’s Independent Disability Advisory Group, we made sure accessibility and inclusivity were at the heart of our experience.

We partnered with fantastic brands and charities to put on everything from a sports demo from the Royal National Institute of Blind People to morning yoga on Tower Bridge with Wanderlust. The Mayor of London, Sadiq Khan, even came for a morning cycle and tweeted about Reimagine afterwards!

Reimagine was the UK’s biggest ever car-free celebration, attracting 70,000 attendees, two-thirds of which said they were inspired to use a car less.

The air quality also increased dramatically - a sensor showed concentrations of nitrogen dioxide were 40% lower on the day and 71% of attendees said they could feel a notable difference in the air they were breathing.