Trainline campaign inspired by ‘awkward family photos’
Trainline has launched a campaign based on the idea that you might not be able to choose your (embarrassing) family, but you can choose any train on its app.
‘Choose to Have a Choice’ introduces a young woman named Emma who feels like she doesn’t belong with her family. Contrary to her relatives, she likes rainy days, bald cats and Icelandic death metal – but her family loves their dog Leo, theatrical family portraits and anything pink.
The integrated campaign will run across TV, out-of-home (OOH) and digital in France and was created by agency Dude.
“Now French people have the choice to choose a different train operator when traveling on the Paris-Lyon route, and we are thrilled to enable this in an easy and simple way through our app and website,” said Alessia Coletta, senior brand manager at Trainline.
“Our ambition is to become the destination where travelers can compare all the trains and book the most convenient solution according to their needs.”
Inspired by the infamous Awkward Family Photos blog that posts thousands of real (cringey) family photos, the campaign will run until the end of August.
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Curro Piqueras-Parra, executive creative director at Dude London, added: “Classmates, neighbors or family – sometimes life doesn’t give us much choice. What we’ve got is what we’ve got. Fortunately, there’s the app Trainline. To launch this idea we created Emma’s family, in a film we hope feels relatable to all of us.”