Virgin Trains & Virgin Trains East Coast - "In Laws"

krow Communications

krow Communications London, Reino Unido

7979

Marca: Virgin Trains & Virgin Trains East Coast
País: Reino Unido

Anunciante: Virgin Trains

Título	In Laws
Agencia	krow Communications
Campaña	Be Bound for Glory
Anunciante	Virgin Trains
Marca	Virgin Trains & Virgin Trains East Coast
Fecha de primera difusión/publicación	2015 / 9
Sector Empresarial	Transportes aéreos, de carreteras y marítimos, ferrocarriles
Lema	Be Bound for Glory
Sinopsis	Using the creative strapline, “Be Bound for Glory”, the campaign builds on the insight that long-distance travel is usually for something important — whether that’s a big business meeting or meeting the in-laws for the first time – so Virgin Trains will help customers arrive prepared to tackle whatever life may throw their way. The ad, created by krow communications, tells the story of a young man who is meeting his girlfriend’s family for the first time. Because he travelled there on a Virgin Train, he feels at his absolute best, ready to win them over. With a vision to become one of the UK’s best loved brands, the campaign intends to be bigger, bolder and braver than ever before, whilst retaining the wit and humour of the Virgin brand. The campaign also builds on and reinforces Virgin Trains as leaders in customer experience.
Filosofía	The idea behind the campaign was inspired by the insight that if you're travelling long distance, it is for something really important. You need to arrive in absolute peak condition, ready to succeed in whatever lies ahead. For TV we chose to dramatise one such instance in which it is crucial that you are in top form: meeting the in-laws for the first time. The print brings the Virgin attitude and swagger of the endline to life and encapsulates the feeling of being in peak condition after your journey, ready to take on the world.
Problema	In September 2015, Virgin Trains and Virgin Trains East Coast came together for the first time since Virgin Trains and Stagecoach won the East Coast franchise. We were challenged to develop a masterbrand campaign that supported their vision of becoming the best-loved UK travel brand, but which retained the wit and humour that we've come to expect from the Virgin brand.
Resultado	The integrated campaign runs across multiple channels including TV, cinema, radio, OOH, digital screens, press and online. The campaign launched in September 2015, so watch this space for results…
Medio	Televisión
Duración	90 seconds
Productora	Rattling Stick
Postproducción	MPC LDN
Director creativo	Nick Hastings
Director creativo	Tim Robertson
Dirección artística	Nick Hastings
Dirección artística	Tim Robertson
Productor de la agencia	Sushi Tester
Realizador	Traktor
Productor de la productora	Ben Roberts
Director de fotografía	Daniel Landin
Montador	Rick Russell
Audio	Patch Rowland