LEAVES ON THE LINE
During Autumn, tonnes of leaves fall onto Network Rail tracks. Every year, there is a huge amount of work done to reduce and minimise disruption to passengers across the network. Alongside a creative copywriter and a Graphic Designer, we were asked to create a short campaign to raise awareness that Autumn leaf fall was on its way, that this could lead to delays – and why. The client brief asked us to communicate not only a revised Autumn timetable service to allow for delays, but also the scale of the problem and what the rail networks are doing to help.
Out of several creative routes presented, the client chose this as their preference. I worked with a Designer to refine the concept - one targeting leisure travellers with popular sightseeing landmarks, and the other targeting commuters with recognisable London buildings. I directed the visuals which were then rolled out across several print and digital channels including on-station advertising and social media.