Trains hold a special place in all our hearts, but the reality is often different. With delays and strikes stealing headlines, encouraging infrequent users to take the train was no small task for the rail industry. We needed to shift the narrative away from concerns and focus the public’s mind back on the magic of train travel.

When you’re onboard, something special happens. The doors close and suddenly you have time to do what you like. In a world of “too busy”, “no time” and “sorry, I can’t”, the train turns can’t into can. Whether it’s sorting life admin, unwinding, connecting with mum, or catching up with a friend uninterrupted for 37 minutes, On the train you can.

Our hero spot features Gran regaling her granddaughter, Mia, with mischievous stories about her youth, with the pair laughing and bonding as they zip towards their destination.

The campaign was a landmark moment for the rail industry. Developed alongside several stakeholders, creative messaging was tailored to reflect the nation across all channels. Whether it was TV, cinema, radio or out-of-home, we produced multiple routes that spoke to the needs of everyone, from metropolitan commuters to day-tripping families.

Across all touchpoints, we put the iconic British Rail Double Arrow front-and-centre – proudly acknowledging the heritage of our railways, whilst positioning them towards the future.