Craik Jones Watson Mitchell Voelkel is taking the Young Persons
Railcard into youth lifestyle publications for the first time in a press
campaign.
The eight-month push for the Association of Train Operating Companies
will target the 16- to 25-year-olds eligible to buy the card and play on
their fears of appearing sad.
But instead of opting for cool people using railcards, Craik Jones has
opted for a humorous look at local people. The ads show real-life local
people in a number of dull everyday situations such as working in a chip
shop and sitting in the launderette with the line: "Don't be a
local."
The six executions will then fit the different publications on the
schedule, including music titles such as Ministry, NME and Wax, without
the need to change their content.
The photographer was David Harriman. The campaign was art directed by
Andy Wilson and written by Jon Fitzgerald.
Media is by the Birmingham-based Media Division.
