Created by McPartland Studio and launched across Ocean Outdoor's Digital Out of Home screens, thanks to gifted media space through its annual Drops in the Ocean programme, the campaign uses humour, wordplay and familiar London stereotypes to shine a spotlight on the species surviving alongside us in one of the world's busiest cities.

From foxes navigating city streets after dark to up to 50 pairs of peregrine falcons nesting on some of London's highest and most iconic buildings, this tenacious wildlife continues to adapt to life in the capital. 

But resilience doesn't mean invincible. Despite their remarkable ability to adapt, many of these species are under increasing pressure. The UK is one of the world's most nature-depleted countries, with more than 41% of wildlife species declining since the 1970s. A recent assessment of 529 urban species found that 37 are now considered at risk of extinction.

By seeing wildlife as fellow wild Londoners rather than something separate from city life, the campaign encourages people to see the animals they pass every day as neighbours worth noticing—and protecting. Through playful, question-led creative, it challenges familiar assumptions about both wildlife and Londoners alike. Are Londoners always in a rush? Too distracted to notice what's around them? Or perhaps more willing to give a dam about nature than we think?

People are invited to take a quiz to discover their wild Londoner match, uncover surprising facts about urban wildlife and learn simple ways they can support nature's recovery across the capital. Participants receive a shareable result, encouraging more Londoners to celebrate the wildlife living alongside them.

The campaign introduces people to some of their most remarkable neighbours. Hedgehogs, one of Britain's few true hibernating mammals, are showing encouraging signs in urban areas, where connected gardens and green spaces provide vital habitat. Starlings are highly social birds with an extraordinary range of calls and an impressive ability to mimic sounds. And after more than 400 years, beavers have recently returned to London, where these remarkable ecosystem engineers are creating wetlands that benefit amphibians, birds, bats, insects and countless other species.

Wildlife's ability to adapt is remarkable, but resilience has its limits. These species still need space, thriving habitats and our support if they're to continue sharing London with us. By seeing them as fellow wild Londoners, we hope more people will be inspired to make space for nature and help wildlife recover across the capital.