Entitled GoGoSoho, this new campaign, supported by the Mayor of London’s office, Westminster Council and the Soho Society, aims to re-attract Londoner’s to the city’s centre. While Londoners have become more familiar with their local area since the pandemic, an effort is being made to bring people back into the less residential yet infamously ever exciting Soho. 

“We’re passionate about getting Londoners back to support the businesses we’d hate to lose,” says Andy Harris, joint head of design at M&C Saatchi studio who created the illustrations. “Every illustration is as unique as the shops we’re showcasing – the campaign style is as bold and quirky as the people and places we love.”

Over 20 Soho businesses have been brought together under the GoGoSoho campaign, among them are iconic jazz club Ronnie Scott’s, record store Sister Ray, and part book shop, part sex shop Soho’s Original Adult Store. 

M&C Saatchi chose a high contrast palette of red, yellow and black to showcase the diverse collection of businesses from  vinyls and books to coffee cups and accessories which distinctly stand as a central focus of culture and leisure brought by the iconic London borough. 

The GoGoSoho wordmark also appears across the campaign, featuring a new font, FS Marlborough, specially created in a collaboration between Fontsmith and M&C Saatchi and based on an original street sign in Great Marlborough Street.

The campaign will be rolled out across flyposters, signage, social media and a microsite hosting film content.