We had just launched the new London Northwestern Railway brand as a straight-talking, low-cost alternative to the flashier, more expensive rival in the region.

Now it was time to get leisure travellers excited about travelling with them outside of their daily commutes with a new TVC and OOH campaign.

The brand’s main competitors could boast flashier, faster trains (and more expensive tickets). We didn’t want to take them on head-to-head, so we did the opposite.

We showed consumers the benefits of travelling more cheaply, with a brand that has more fun.

We focused consumers' attention on a simple idea: Pay Less, Do More.