Once Upon A Line
Campaign
2026
Overview
Create a type-led idea that explores diverse reading habits and the changing nature of reading.
With the recent rollout of 5g and WiFi across the TfL network, people are no longer taking the time to read books on their daily commute. As a result, commuters are missing out on the escapism and other benefits of reading on the tube.
Rapid Serial Presentation (RSVP) is a technique used to present text one word at a time, making it easier and faster to read and process. Commuters can read RSVP twice as fast as reading a printed book!
Once Upon A Line uses RSVP to adapt the Penguin Classics to suit to modern reader via their phones, integrating this new reading experience into the daily tube commute.
Service
Campaign
Date
Mar 15, 2026
Client
Monotype & Penguin Books
Team Members
Jen Davies, Michaela Kemp & Marsya Azman
