Global and Contagious Launch Fourth Look Ahead Competition Challenging Brands to Champion London

Global and Contagious have announced the return of the Look Ahead competition for its fourth year, inviting creative teams to develop campaigns that celebrate and champion London across one of the world's largest outdoor advertising networks. According to the announcement published by DailyDOOH, the competition challenges brands to create work specifically designed for the capital's outdoor canvas, spanning both the Transport for London environment and Global's roadside billboard network. The winning campaign will receive a two-week run, with entrants able to choose between an Elizabeth line-only route or a broader "above and below" campaign covering both networks. Entries are due by 2 October 2026, with the shortlist revealed on 19 October and the winner announced in November 2026.

What is the Look Ahead competition?

The Look Ahead competition, now in its fourth year, is a creative challenge organized by media owner Global in partnership with Contagious, a marketing intelligence platform. According to the competition announcement, the initiative invites brands and creative agencies to develop bold ideas designed specifically for London's outdoor advertising canvas. The competition positions itself as an opportunity for brands to command consumer attention using what the organizers describe as one of the world's biggest outdoor canvases, located in one of the world's most creative capital cities.

What is this year's creative brief?

For the 2026 edition, Global is asking brands to celebrate and champion London, a city characterized by its culture, diversity, and the constant movement of millions of people daily. The brief calls for ideas that speak to and for Londoners, championing the city and channeling what makes it special. According to the announcement, the organizers are seeking work that reflects the collective experience of the city — speaking to the unique attitude, resilience, diversity, creativity, and pride of those who choose to make London their home. The brief welcomes approaches that are celebratory, purposeful, provocative, humorous, or culturally subversive, provided every entry demonstrates how a brand contributes something meaningful to London.

What are the campaign format options for entrants?

Entrants have two distinct format options for their submissions. The first is an Elizabeth line-only route, focusing exclusively on the Elizabeth line's advertising inventory. The second is a larger "above and below" campaign spanning both the Transport for London environment and Global's roadside billboard network across the city's famous streets. This dual-network option allows campaigns to reach audiences both in transit and on the street level. The winning campaign, regardless of format chosen, will run for a two-week period across the selected network or networks.

What are the key dates for the 2026 competition?

The competition follows a structured timeline with three key milestones. The entry deadline is set for 2 October 2026. The shortlist of selected entries will be revealed on 19 October 2026, followed by the winner announcement in November 2026. These dates were published in the DailyDOOH announcement and represent the official competition schedule as communicated by the organizers.

Who won the previous edition and what was their concept?

According to the announcement, the 2025 top honours went to Battersea Dogs & Cats Home, with creative work developed in collaboration with agency New Commercial Arts. The winning campaign drew a parallel between passenger journeys on the Transport for London network and the journeys of rescue dogs and cats to their new forever homes. The creative concept highlighted how Battersea has helped animals reach new homes thanks to the expert care provided at its three rescue centres and beyond. The campaign was praised by judges for its ability to utilize the physical environment in a fun, relevant, and creative way.

Why it matters

For businesses watching from the sidelines, the Look Ahead competition signals that London's outdoor advertising ecosystem remains invested in creative ambition. The two format options — Elizabeth line only or the full network — illustrate how media owners are packaging inventory to accommodate different strategic objectives. The competition's emphasis on London-specific storytelling reflects a focus on campaigns that resonate with specific communities.