All Train, No Pain.

Trainline
Train travel is a right pain in the arse. How do you know when’s the best time to buy tickets? How do you know which is the most efficient train route to take? Where are those train ticket machines? Where’s your reference code buddy? And why won’t that damn ‘R’ button on the ticket machine work! Your train’s about to leave, but from which platform?! Which of the 17 million tickets the machine just gave you are you meant to show at the gate? AAARHHGHHH!
Great news! The Trainline app gets you around all that stuff. So we thought the easiest way to get everyone to download it was to remind them of the pain of train travel in a sarcastic way.
 
The campaign was a great success, and we won 2 Campaign Aerial Awards for radio over the course of 12 months.
 
 
It even ran on TV:
 
 
 
Agency: BBH
What we did: Creative + Design
Special thanks to: The brilliant team at BBH including Alexa Turnpenney, Claire Becker, Tom Cauvain, Jazz Powell. Our brilliant production partners George Castle, David Mitchell, and Bruce Mackinnon. Incredible clients Sheridan Snell, Georgina Burks and Natalie Marques. Extra special thanks to Tom Skinner for giving us creative free rein.
And here are some the many variations that ran across Social, digital and DOOH (Epileptics please abstain):