A campaign that really jumps off the page

As part of our ongoing support we worked with the team at Nexus to refresh their 'Kids go free' offer, where up to three children can travel for free with an adult on the Metro and Ferry. As the creative had existed for a long time there was a need to give it a new lease of life. It was decided to achieve this by developing a style that blended reality with animation in the form of a child's stories of their adventures on the train. Rather than focus on real people and trains, we would illustrate the main character 'Me' and her mother and friends and have them interact with real places that can be visited using the system.

An in-house extravaganza

We created the entire campaign in-house, from concepts, to storyboards, capturing the real life footage and animating the characters over the top. This allowed us to create a multitude of different media and content as and when needed. Characters were brought to life from the initial work of an illustrator and composited over footage collected by the team in various locations across Tyne & Wear. It was both a challenging and rewarding process for all concerned!

Reaching the audience

The creative was applied to a wide range of media including TV, cinema, social media, on system poster sites as well as ambient applications like a small 'play train' in a temporary city centre location. 

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