It’s difficult to ignore Trainline’s new campaign by Wieden+Kennedy Amsterdam. A booming voiceover issuing the word, price, (or speed, or split…) over and over tends to catch attention. The brand’s first global campaign, Whatever Your Priority, positions Trainline as the champion of every traveller, with a simple truth – every journey, and every priority, matters. Its pragmatic approach stands out from the romanticism common in travel advertising.

The creative is built on the simple insight that people’s priorities constantly change. Sometimes people want speed, sometimes comfort, and sometimes just the cheapest ticket possible.

This campain’s five films were directed by Max Siedentopf, known for his playful and non-conformist approach. The work will run across Europe in France, Italy, Spain, and launched forst in the UK on BVOD (Amazon Prime, Netflix, ITV and Sky) and YouTube as well as digital out-of-home, radio, and social channels.

Edouard Olhagaray and Ramona Todoca, creative directors at W+K Amsterdam, commented, “Choice can be overwhelming, but when you’re presented with the right options everything suddenly becomes obvious. That’s why we wanted this campaign to be brutally simple, giving it a voice as unique as Trainline’s offering in the category. The tone is direct, matter-of-fact and weirdly fun.”

Trainline’s global brand director, Leah Knighton, added, “This new partnership with W+K Amsterdam marks a pivotal moment, with both companies focused on creating work that is not only creatively transformative but also deeply relevant to the huge mix of customer needs across Europe.”

Credits
Client: Trainline
Brand Director: Leah Knighton
Brand Strategist: Nat Marques
Head of Brand: Alessia Coletta
Brand Manager: Jess Wilde
Designer: Giulio Pierrottet
Brand Manager: Anji Vichhi
Vice President Brand & Marketing: Jo McClintock

Creative Agency: Wieden+Kennedy Amsterdam
President: Luiza Prata Carvalho
Chief Creative Officer: Susan Hoffman
Chief Strategy Officer: Nick Docherty
Creative Directors: Ramona Todoca & Edouard Olhagaray
Art Director: Follen See
Copywriter: Hampus Elfström
Head of Production: Cheryl Warbrook
Producers: Anna Harkess & Andrew Slough
Planning Team: Jasper Hunter, Audrey Bühler, Elsa Stahura & Caitlin Pinner
Haed Team: Franky Wardell, Tiphane Murat, Marie Lee & Aneesha Ghattaora
Designer Team: Joe Favre, Deer Sheng, Sohyeon Nam, Stelios Nikolaou & Justin Magness
Artworker: Cindy Kouwenoord
Producer: Aliz Romlaki
Business Affairs Team: Michael Graves & Fiona Fan

Production Company: Division Films
Director: Max Sidentopf
Director of Photography: Thomas Marchese
Producer: Thomas La Peutrec
Executive Producer: Charlotte Lepot
Sound: Randall Macdonald

Post Production & VFX: No.8ldn
Producer: Simon Downie

Grade: Tlms TV
Colourist: Julian Alaray
Colour Producer: Ellie Sandal

Editing: Art Official Agency
Editor: Ben Canny
Edit Assistant: Nicolai Söderqvist