Platforms on the Virgin Trains route from Glasgow to London have been emblazoned with quotes from Christmas classic It’s a Wonderful Life in a mental wellness drive from the brand.
Script clocking in at a length of 7.5km will be stamped on 14 stations along the spine of the UK to encourage kindness, calmness and festive warmth during Christmas travels.
Developed by The Romans, which recently released a Twitter ad featuring the real John Lewis, the campaign was formed in partnership with Virgin Trains' charity partner Rethink Mental Illness and The Samaritans.
On why the company is leaning on messages of goodwill from Frank Capra’s 1946 film, Joe Mackay-Sinclair, founder and executive creative director of The Romans said: "This is a campaign that we’re extremely proud of: a poignant idea that addresses a real, emotive, human need at Christmas, brought to life by the phenomenal logistical production required to paint 7.5km of text down 14 platforms stretching the length of the UK.”
Natasha Grice, executive director of people at Virgin Trains, added: “It’s A Wonderful Life is a story of hope, redemption and kindness, which teaches us that having someone there for you when you need it the most is one of the greatest gifts you can receive. Many of our people have been personally affected by the issues raised in this campaign or know someone who has been.
"This is why we wanted to get as many of our staff involved as possible, working to create a message of kindness that will touch as many of our customers as we can. We want everyone to know there’s help out there, and that if you’re not affected by poor mental health, it’s really easy to help someone who is.”
The train firm received the green light from Paramount Pictures to use the classic movie’s script in the campaign.