Travel ads tend to focus on what’s outside the window. Anomaly’s campaign for new east coast main line operator, LNER doesn’t. Instead, it’s about the unexpected characters inside the window. The people who give the train line its character.
In an ad that says “people matter to us”.
The hero spot, directed by Andreas Nilsson, is a heartwarming, inviting…and relatable 60-second commercial, that also underlines whay’s interesting about train travel, even of that travel is just the daily commute.
Craig Ainsley, creative director at Anomaly, commented, “There’s something about getting the train home. And there’s something about the wonderful people and places of the east coast. Our new film aims to capture the feeling of being tucked away in a lovely LNER train carriage whilst being whisked homeward across the glorious east coast landscape.”
The hero film will be supported by a new brand world that will appear across all channels including radio, and OOH.
https://youtu.be/0xUpMSoKi_M
Anomaly also worked with LNER, MG OMD and TMW Unlimited on the full campaign. The agency commissioned local artists from cities and towns along the network to create the artwork for OOH and press in its supporting influencer-led social media and digital campaign. TMW Unlimited then used a range of influencers to create authentic and relatable content on their journeys. Video footage places an emphasis on the opportunities for work and relaxation as they look back on “jam-packed days” on their journey home. This builds on previous digital communications by showing the point of view of the people and places of the east coast, bringing a real-life perspective to the brand’s proposition, This is our LNER. The campaign runs on YouTube, Facebook, Instagram, Twitter and online display until the end of April.
Danielle Agius head of marketing at LNER, noted, “We needed to give LNER a distinctive identity to help drive brand awareness of our relatively new brand. This is our LNER campaign does just that, showing LNER exists for the people and places of the east coast. We’re confident this campaign will help place LNER trains as the best way to make your journey.”
Credits
Agency: Anomaly
Executive Creative Director: Oli Beale
Creative Director: Craig Ainsley
Creatives: Conrad Swanston & Alex Bingham
TV Producer: Alen Grebovic
Assistant TV Producer: Soraya Phipps
Production Company: Biscuit Filmworks
Director: Andreas Nilsson
Producer: Kwok Yau
Offline Editing: Cut & Run
Editor: Ben Campbell
Assistant Editor: Jo Lewandowska
Online Editing: The Mill
VFX Lead: Jonathan Wesley
Post Production Producer: James Beck
Sound Studio: Grand Central Recording Studios
Audio Engineer: Munzie Thind
