Turning a metro line into a branded medium

For a two-week period, the Bakerloo Line adopts a modified identity that integrates Heineken’s signature “0.0” directly into the line name. The change extends beyond the line itself, affecting station names such as “Waterl0.0” and “Oxf0.0rd Circus,” with altered signage and wayfinding elements across the network.

This marks a significant departure from tradition. Until now, London Underground line names and roundels had remained free from explicit commercial branding, making this campaign a first-of-its-kind execution within the system.

Dry January as a cultural insight

The activation is built on a strong social insight. While 63% of commuters avoid talking to strangers on the tube, nearly half say that a casual conversation improves their mood. January, often perceived as a socially “dry” and restrictive month, becomes the perfect context for reframing alcohol-free beer as a facilitator of connection rather than limitation.

As part of the campaign, an exception is made to London Underground rules: passengers are allowed to drink beer on the metro—provided it is Heineken 0.0. The gesture reinforces the brand’s message of enjoyment without alcohol and positions the product as part of everyday urban life.

Experiential extensions beyond signage

The campaign extends beyond rebranded signage. On January 15 and 16, Heineken installed a branded fridge at Waterloo Station, distributing free cans of Heineken 0.0 along with promotional items such as Oyster Card holders.

These activations are designed to move beyond awareness, encouraging direct interaction and reinforcing brand presence within one of London’s busiest transit hubs.

A commercial milestone for Transport for London

From TfL’s perspective, the initiative represents a carefully assessed commercial experiment. The transport authority has confirmed that the campaign passed an impact evaluation and that revenues generated through such partnerships are reinvested into maintaining and improving the transport network.

For TfL, the campaign explores new monetization opportunities while testing how far brand integration can go without disrupting the system’s core function.

When creativity clashes with accessibility

Despite its visibility, the campaign has drawn criticism. Advocacy group Transport for All has raised concerns that altering line and station names may cause confusion and pose risks for vulnerable passengers who rely on consistent signage to navigate safely.

According to spokesperson Emma Vogelmann, people with visual impairments, learning disabilities, neurodivergent conditions, or cognitive fatigue depend on clarity and consistency. From this perspective, accessibility should not be negotiable, and branding should not interfere with essential wayfinding elements.

Redefining the boundaries of out-of-home advertising

Heineken’s Bakerl0.0 Line is a powerful example of contextual OOH at its most ambitious. It delivers high-impact visibility and cultural relevance while also highlighting the responsibility that comes with intervening in public infrastructure.

As a case study, it raises a critical question for brands and cities alike: how far can creativity go in shared spaces before it compromises usability? The answer will shape the future of large-scale, integrated out-of-home advertising.