Uber Boat by Thames Clippers has launched its debut brand campaign, ‘The River Line’, created by newly appointed creative agency Atomic London. The campaign supports the rollout of a new app designed to make river travel in London easier and more enjoyable.

Promoting the Thames as a calm alternative to the city’s busy transport routes, the campaign positions Uber Boat by Thames Clippers as a smarter, more peaceful way to get around. Targeting both commuters and leisure travellers, it introduces the app as the simplest way to buy tickets, plan journeys, and track boats in real time.

The campaign is based on the insight that while Londoners thrive on the city’s pace, they increasingly value moments of calm. With more people embracing ‘soft living’- prioritising ease, comfort and joy- Uber Boat by Thames Clippers offers a rare moment of tranquillity during the daily commute.

Running across key out-of-home sites along the Thames and on social media, the campaign was developed in partnership with Atomic’s social content agency, Supernova. A standout image shows a phone charger cable shaped like the River Thames, plugged into a device with the Uber Boat app open—highlighting how the app powers a smoother journey.

Supernova’s social strategy features creator partnerships that present Uber Boat as the “dependable pause” in busy lives, blending efficiency with calm.

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.”