LNERs first integrated campaign “This is our LNER”: new TVC celebrates the people and places of the east coast

Ads, Creativity

LNER, the new east coast main line operator, differentiates itself from other rail operators by doubling down on the people and places it serves, because a train company is nothing without them.

The integrated campaign, led by Anomaly, launch, plans to warm the nation’s hearts with a hero 60” TVC depicting a series of unexpected characters all flung together on a train journey home. At the same time both eclectic and relatable, the campaign celebrates the broad tapestry of modern British train travel.

In the TV campaign, created by Anomaly and produced by Biscuit, LNER will cement itself as a brand which celebrates the diversity of its journeys; whether it’s a family coming home after visiting Auntie Jean, a young group of friends on their way back from a festival in Leeds or battle scarred Roman centurions returning from a re-enactment in York. Every journey makes up a small part of LNER, and every person that travels on the line has a stake in the brand. The campaign, “This is our LNER”, is the embodiment of that thought.

Craig Ainsley, Creative Director, Anomaly, said “There’s something about getting the train home. And there’s something about the wonderful people and places of the east coast. Our new film aims to capture the feeling of being tucked away in a lovely LNER train carriage whilst being whisked homeward across the glorious east coast landscape.”

Working with a close interagency group, LNER has brought Anomaly, MG OMD and TMW Unlimited together to create the integrated campaign. The hero film will be supported by a new brand world that will appear across all channels including radio, and OOH. Anomaly also worked with LNER to commission local artists from cities and towns along the network to create the artwork for OOH and press. In a supporting influencer-led social media and digital campaign, TMW Unlimited used a range of influencers to create authentic and relatable content on their journeys. Video footage places an emphasis on the opportunities for work and relaxation as they look back on “jam-packed days” on their journey home. This builds on previous digital communications by showing the POV of the people and places of the east coast, bringing a real-life perspective to the proposition “This is our LNER”. The campaign runs on YouTube, Facebook, Instagram, Twitter and online display until end April.

Danielle Agius Head of Marketing at LNER, said We needed to give LNER a distinctive identity to help drive brand awareness of our relatively new brand. “This is our LNER” campaign does just that, showing LNER exists for the people and places of the east coast. We’re confident this campaign will help place LNER trains as the best way to make your journey”.

Creative credits 

Client: LNER

Director: Andreas Nilsson

Production Company: Biscuit Filmworks

Production Company Producer: Kwok Yau

Executive Creative Director: Oli Beale

Creative Director: Craig Ainsley

Creatives: Conrad Swanston & Alex Bingham

TV Producer: Alen Grebovic

Assistant TV Producer: Soraya Phipps

Offline Editors: Cut & Run

Editor: Ben Campbell

Assistant Editor: Jo Lewandowska

Online Editors: The Mill

VFX Lead: Jonathan Wesley

Post Production Producer: James Beck

Sound Studio: Grand Central Recording Studios

Audio Engineer: Munzie Thind

Founded nearly 15 years ago, Anomaly is a difficult to define, but exciting to work at ‘new model’ agency. Driven by a passionate and entrepreneurial culture encompassing a diverse, elastic set of skills, Anomaly has offices in Los Angeles, New York, Toronto, London, Amsterdam, Berlin and Shanghai. Clients include: WW (Weight Watchers) Huawei, Unilever, YouTube, Facebook, Coty, Hershey’s, Rimowa, T-Mobile, Anheuser-Busch InBev, Diageo, Google, Lego, MINI, SONOS and The Coca-Cola Company.

Anomaly has been recognized for a very wide range of work and IP, covering both effectiveness and craft excellence including: Ad Age’s 2017 Agency of the Year, Cannes Lions, Effies, Fast Company’s Most Innovative, Jay Chiat, Digiday Awards and the Mashies — among the usual suspects. Anomaly has also been honored with a few less conventional accolades as well, such as being named one of Time Magazine’s Best Inventions of 2016 for Dosist, Toy of The Year for Mighty Jaxx, plus two Emmys for a television series, all of which the agency created and co-owns.