ABOVE-THE-LINE PRINT CAMPAIGNS

NATIONAL EXPRESS

Agency: Hooper Galton

Having worked on National Express for a number of years I enjoyed creating several campaigns for this client, two of which are shared below. There are also a whole host of radio ads in the archives. You can catch one or two of these on my Showreel. A national treasure, the brand had a consistent tone to its ads yet were open to being quite brave with how this was expressed, as you will see.

STUDENT DISCOUNT CARD CAMPAIGN

Campaign – Free Range Students (Poster 2).png

Campaign – Free Range Students (Poster 3).png

Campaign – Free Range Students (Poster).png

Campaign – Free Range Students (Men's Washroom Poster).png

Campaign – Free Range Students (Women's Washroom poster).png

Campaign – Free Range Students (Leaflet Front).png

Campaign – Free Range Students (Leaflet Back).png

Behind The Idea: The brief to us was simple, create a campaign to attract attention to the 30% discount offered to students by National Express. The activity was to launch at universities nationwide during Freshers Week, so the work had to cut through the sea of messages being thrown at new students, and be memorable enough to stick in their mind after the hangovers of the first week had worn off.

We came up with this. The idea, 'Free Range Students Wanted', spread the familiar brand colours of red, white and blue across campuses. Each new format carried a different, student-oriented reason to travel, which was then brought to life in the original and quirky illustration style of my then Art Director, Rob Auton.

National Express Campaign – Free Range Students (Coach).jpg

National Express Campaign – Free Range Students (Table).JPG

Role: Developed campaign from concept to delivery, including copy for multiple formats.

Summer/Autumn Campaign

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National Express Summer Press (Heritage).png

Behind The Idea: Summer is a key time for the nation's favourite coach company, however, fewer and fewer people were choosing to travel by coach over the train. To support their 'Making travel simpler' strapline, Rob Auton and I came up with a series of fun characters that were winning at life thanks to National Express. Our characters were beautifully created by the talented model makers at Aardman. Each demonstrated a reason to travel, while the copy reminded audiences why National Express was the right way to go. The campaign lived in press and outdoor, and was extended to include a new commuter route and FA Cup services.

Role: Developed print campaign from concept to delivery, bringing the brand positioning to life through copy.