It’s almost guaranteed that friends become separated from each other at music festivals, and Trainline knows that life is too short by eating into fun-time by trying to find friends in a crowd with a flurry of frantic texts and phone calls.
So Dude London and Trainline came up with a smart solution for the recent Benicassim festival. In addition to helping people find the best trains, Trainline helped them find their best friends with Friend Finder.
By projecting festival-goers’ faces seven metres high in the sky, the Friend Finder helped to reunite lost friends, making them easily visible to everyone in the festival. Lost friends found their group by heading to the Trainline Friend Finder tent, where hosts assisted them in taking a photo in the photo booth and choosing an accompanying message to be projected onto a large LED screen high above the tent. For those who preferred not to have their face projected, they were able to instead print a personalised 40cm High Head headpiece elevating their face above the crowd. The popularity of the headpieces took Friend Finder to every corner of the festival and gave revellers a fun photo opportunity.
A film promoting the activation ran on a loop on and around the various stages around the site and the Friend Finder was located at the Cutty Sark stage in the centre of the festival site.
The campaign is part of Trainline’s Great journeys start with Trainline platform.
Leah Knighton, international brand director at Trainline, commented, “The use of a powerful insight and brilliant creative, to cut through and help change habits. Friend Finder brings together the love and energy of FIB Benicassim while showcasing Trainline to a huge and highly engaged audience and spotlighting the benefits of taking the train and using Trainline for always finding the most convenient combination.”
Sophie Becker, creative at Dude London, added, “To bring the Great journeys start with Trainline platform to life at Benicassim, we knew we had to create something new that would actually improve the festival experience. As someone who’s suffered from getting lost at music festivals my entire life, Friend Finder is exactly what is needed.”
Credits
Client: Trainline
International Brand Director: Leah Knighton
Senior Brand Manager: Alessia Coletta
Brand Manager Spain: Helena Calvo
Senior Marketing Manager Spain: Elisa Campofiorito
Senior Brand Design: Giulio Pierrottet
Creative Agency: Dude London
Managing Director: Francesca Spitali
Executive Creative Director: Curro Piqueras Parra
Creative Director: Tomás Gianelli O’Ryan
Creatives: Joe Ribton, Sophie Becker, Marta Morientes & Vic D’Andrea
Client Director: Hamish Day
Senior Account Manager: Jeanine Vette
Senior producer: Cass Beck
Strategy Agency: Dude Milan
Chief of Strategy and Innovation: Lorenzo Foffani
Strategic Planner: Grazia Zucchiatti
Production Company: Vitamin Arte
Creative Technology Director: Pablo Alpe
Creative Director: Javier Mujica
Production Director: Laura Martínez Balaguer
Design Coordinator: Carlos Gil Peiró
Interactive Design & Programming: Jana Barrera
Production Assistant: Marta Rodriguez
Audiovisual Developer: Tomás Picasso
Media Agency: Wavemaker
