I like the visual appeal of this poster campaign running on the Tube at the moment. Silhouettes of animals made up of little London landmarks. However, it makes no sense to me that it’s a campaign for CBS Outdoor, with the head-scratching strapline “Outdoor by name. Urban by nature”. I struggle to see any but the most superficial connection between brand, strapline and execution.

If only they had done it for the Zoo instead. Eye-catching animals and urban landmarks would make sense in that context. Oh wait – looks like Toronto Zoo got there first.