Craik Jones pushes fear of looking 'sad' for ATOC press work

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.