Rail Delivery Group's campaign highlights emotional connections and quality time through TV, OOH, and digital storytelling.
Storytelling That Strikes a Chord
Crafted by creative agency TMW, part of Accenture Song, the campaign dives deep into human emotion. The key film asset, “Before,” produced by Merman and directed by Ben Liam-Jones, portrays a grandmother telling her granddaughter a vivid love story—only to reveal it wasn’t her own, but someone else’s. The emotional twist highlights how train journeys offer more than transportation; they foster meaningful connections.
OOH, Cinema, and Broadcast: A Full-Scale Rollout
Media agency Spark Foundry coordinated the cross-platform rollout, ensuring visibility through high-impact channels. From TV and radio to cinema and large-format out-of-home (OOH) billboards, the campaign is hard to miss. These placements emphasize everyday magic—like overhearing a childhood tale or reconnecting with a loved one across the aisle.
A Unified Design Language Across the UK
“On the train you can” also introduces a sleek design system where the iconic British Rail double arrow takes center stage. This design element anchors all campaign visuals, ensuring brand recognition at a glance across all physical and digital touchpoints. It’s not just a train ride—it’s a branded experience.
Data-Driven Insights Power the Emotional Hook
The campaign stems from strong insights: linking rail to emotional fulfillment increases consumer consideration. The RDG and train operators collaborated closely to demonstrate that time spent on trains isn't lost—it’s gained. Whether it’s preparing for a presentation, reading to a child, or simply gazing out the window, the train becomes a backdrop for life’s most valuable moments.
