Putting passengers first

South West Trains
Brand and campaign work

We all have our opinions, but sometimes our assumptions keep us ignorant of the hidden treasures just a train ride away. South West Trains wanted to change that through campaigns that put passengers first.

The Adless Ad Campaign

After a series of price-related campaigns, it was far too clear that commuters wanted reliable trains. They didn't care about the deals because they had to use the service either way. So, we didn't just make ads. We went against the done thing and chose a somewhat anti-advertising campaign for better journeys. We slightly proved (admittedly to ourselves) that when you give people stuff, they share it. Our ad-free entertainment replaced the usual ad spots, turning print ads, Spotify, and Wi-Fi login pages into unexpected moments of something to do.

Rethink Summer

What if summer wasn't just the usual crowded hotspots? Headlines used what people said about the UK, juxtaposed with visuals of UK beauty.

Redirecting Summer: Away from the Crowds

While tourists visited the same old places, we were compelled to take a different route, away from the crowds. This campaign didn't just sell tickets but redirected travellers to stunning, lesser-known locations to smugly escape the crowds.

Rediscovering the South West

From sourcing influencers to scripting radio ads, every detail helped South West Trains speak to their audience where they are, without the noise.