When Nexus asked us to refresh their Take the Kids for Free campaign, the brief was simple. They needed something that was memorable and cost effective to promote that 3 kids aged 11 or under can travel free on Metro and Shields Ferry for free all day, every day.
We got to work, firstly changing the name of the campaign to Kids Go Free, which was a lot easier to remember! We then created a visual identity for the campaign that is bright, colourful and memorable. Next, came campaign development. The idea was to tell the story in the words of a child writing stories about the adventure they had, that the Metro and Ferry helped them to get to.
We decided on a kids doodle that came to life and interacted with live action footage of the attractions they visited. We filmed all of the live footage with our in-house team, teamed up with an illustrator for the character illustrations and then our in-house animator got to work on piecing it altogether.
In the spirit of keeping it in the family, our designer Emma’s daughter Ruby is the little girl doodling (look out for them on the fridge), and we used the client’s daughter for the voice over. It’s been great to see the campaign come to life all over the North East!
Hear how the campaign came together from our creative team, below!
Find out more about our work with Nexus, here.