Eurostar encourages 'travel state of mind' in New Wave-style ad

Eurostar is encouraging people to embrace new experiences in an ad campaign inspired by New-Wave cinema.

Somesuch, the production company, made the campaign after pitching against agencies Crispin Porter & Bogusky and Jésus & Gabriel for the project. It was created by Tim Nash, the founding partner, and Kim Gehrig, who also directed the film. 

Eurostar does not have a retained agency but has worked with AKQA on digital projects including a campaign last year to promote a new fleet of trains. 

This campaign introduces a new creative platform, "Travel state of mind". The ad follows a young traveller and his companions through experiences including scenic meals, romantic encounters and dancing. In a voiceover, the traveller shares his life philosophy with advice such as "pack small, live big" and "ask a local, not your phone". 

The film was shot in 4:3, the aspect ratio used in the early days of cinema, to give it a New-Wave look. The cinematographer was Robbie Ryan, who has worked on films such as I Daniel Blake. Ben Harris and Mathieu Cuvelier provided additional copywriting. 

Sixty-second and 30-second versions of the ad will launch in the UK today and in France and Belgium in March. The campaign will run on national TV, video on-demand, YouTube, Facebook and Eurostar’s website. 

Eurostar will also launch a Facebook canvas that will allow users to explore photos, videos and travel tips for Eurostar destinations.

Guillemette Jacob, head of marketing and brand at Eurostar, said: "With our new campaign and creative platform we are hoping to inspire people to open up their ‘Travel state of mind’ and remind them that when they embrace this attitude, the world is a more open, interesting and rewarding place.

"We have loved working with Somesuch and are inspired by the creative and insightful approach the team there has taken to our brand."

Eurostar promoted Jacob to marketing chief in December. She replaced Lionel Benbassat, who left to join Fred & Farid Paris as managing director.

Nash told Campaign: "I was pleased about unlocking a platform for them that reaches a bit deeper. Eurostar is seen as quite a functional brand, but we wanted to give them something they could own emotionally, an idea and philosophy about travel." 

He added that one of his biggest takeaways from the project was "never take agencies for granted".

"It’s really difficult to get good work out the door," Nash said. "The only reason we were able to do it was we instantly connected with the client. I can’t imagine what the process would be like if you didn’t have that bond." 

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