Atomic turns the Thames into a charging cable in slick campaign for Uber Boat

In a city where the morning commute feels more like a full-contact sport, Uber wants you to consider the Thames.

Atomic’s debut campaign for Uber Boat by Thames Clippers, ‘The River Line’, plugs a phone charger into the capital’s iconic river to promote a new app that promises serenity over stress.

Fresh off winning the business earlier this year, Atomic’s first move is a charger cable mimicking the Thames snaking into a phone screen.

It’s simple, striking, and a gentle flex on London’s overcooked transit options.

Running across OOH spots along the river and through social from Atomic’s creator shop Supernova, the work puts calm at the core.

Adrian White, Head of Marketing and Communications at Uber Boat by Thames Clippers, said: “As Londoners seek more balance in their routines, we want to redefine city travel. Our app keeps passengers informed, letting them make the most of their time on board—whether working, relaxing, or enjoying the view. It’s a calmer, smarter way to move through the city. London is better by boat. More in control of your journey – therefore more time to think/enjoy the view.”

Jon Goulding, CEO at Atomic London, said: “This work is a great example of our Orbit model in action, uniting Atomic’s creative thinking with Supernova’s social expertise to deliver a bold, unified idea across platforms. We set out to create something simple yet powerful, redefining what travel in London can feel like. With Uber Boat by Thames Clippers, it’s more than a journey from A to B; it’s an experience that’s efficient, enjoyable and genuinely uplifting.”

Campaign credits

Client: Uber Boat by Thames Clippers

Adrian White – Head of Marketing and Communications
Alexandra Delgado – Senior Marketing Manager
Estelle Hristova – Social Media Manager
The PC Agency – PR Agency

Creative agency: Atomic London and Supernova

Matt Crump – Creative Director
Gavin McReady – Creative Director
John Cherry – Executive Creative Director
Ewan Paterson – Creative Chairman
Loty Ray – Head of Design
CGI & Retouching: Rob Nagda-Swainson
Animation: Andrew Poole
Sam Weston – Designer
Nicky Vita – Head of Strategy
Hayley Smith – Social Strategist
Jon Goulding – CEO
Louise Rudaizky – Managing Director
Tom Sneddon – Managing Partner
Chris Doggett – Business Director
Bel January – Senior Producer

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