Eurostar and Thalys were merging under one Eurostar brand but people viewed Eurostar as corporate with fewer destinations than air travel. Our audience don’t just want to just travel. They want to further themselves through new experiences so we created a campaign to capture the excitement of Eurostar by imagining the myriad possibilities of train travel. Animation let us blend fantasy and reality, creating a dream-like adventure using local illustrators to define animation styles for each destination. Grounding our campaign in fantastical, effortless adventure while ensuring ubiquity across channels and markets allowed Eurostar to make a bold splash and drive brand love again. The campaign ultimately highlighted that Eurostar can now take passengers further through Europe than ever before.

The film predominantly consisted of five different 2D artistic styles, each referencing a destination’s unique visual and cultural aesthetic. These were then painstakingly animated by a large team of animators. The film’s main challenge was to bring five disparate animated styles together to form a cohesive whole, and to ensure the development of the characters’ story was uninterrupted and easily followable throughout.

The campaign has been successful at meeting our key objective of reigniting people’s love and excitement for Eurostar across markets, moving it far away from a ‘corporate wallpaper’ brand. Awareness has significantly increased in all markets, as has ‘closeness to Eurostar’, most notably in the UK. The brand has gained both prompted and spontaneous salience, with the campaign provoking positive actions such as ‘think more positively about Eurostar’ and ‘visit the brand’s website’. Brand momentum has consequently seen a net positive performance.

The campaign’s variation of messages have been shown to enhance different elements that drive crucial brand consideration for example Together We Go Further message taps upon emotional elements that have built bonds and connection to the brand, contributing significantly to people feeling more ‘warm’ towards Eurostar.

Finally across markets the campaign is most appreciated for its ‘credibility’ and ‘style’, driving those all-important trust and cool factors