South Western Railway launches a new campaign ‘LIVE BIG’, created by WCRS, Engine’s creative agency. The campaign starts with an offer which sees kids travel for just £1, using colourful and vivid illustration to further encourage families to get out exploring.
Written by creative team Jessica Watson and Alicia Job and brought to life by designers Sara Neves and Mike Mercier-Brown of WCRS, the insight behind the campaign came from the fact that the South West is a region compact and varied, with 70% of the most visited free attractions and 60% of the most visited paid attractions in the UK on the network.
The print depicts the vibrant array of things to see and do across the network; fish from the aquarium, ice-creams on the seaside, tigers and monkeys from the zoo… and South Western Railway’s service connects them all.
WCRS has collaborated with collage artist, Dave Hanggi, to encourage families to make the most of the summer holidays and to get out exploring what the South Western Railway network has to offer.
The campaign that will be live in Press, Digital, Radio and Social, brings to life the idea ‘LIVE BIG’ in bright, bold and surreal collages, which showcase all the things you can do and see on the network.
Joe Miller, Creative Director at WCRS, said, “We wanted to produce work that was fun, functional and beautiful, showing off all the brilliant things you can do on the network in an eye-catching way.”
Sarah Vos, Interim Head of Sales and Marketing at South Western Railway said: “We’re really excited about our eye catching new campaign. As well as being bright, bold and larger-than-life, it celebrates some of the key attractions and destinations on the South Western Railway network. We hope the ads will inspire families to take advantage of our summer-long kids-travel-for-a-pound offer and enjoy days out exploring our network and creating fun memories together.”