LONDON ST. PANCRAS HIGHSPEED
A brief full of artistic potential
London St. Pancras Highspeed wanted to inspire commuters to explore the South East this spring. Working in partnership with the team we developed a campaign to celebrate the creative charm and heritage of the destinations.
What we delivered
— Campaign
— Illustration
— Digital Advertising
— Copywriting
— Animation
— Social Media
Smart Thinking
Kent’s rich fine art heritage made illustration the smarter choice over photography.
Bold Design
Linocut-inspired graphics, built into a flexible system that travelled seamlessly across touchpoints.
THE BRIEF
Our brief was to inspire people to get out and explore the sights of South East England this spring, via the train from St. Pancras. Research into Kent – the campaign’s focal destination – uncovered a county with a deep creative heritage. The landscapes of the Garden of England have inspired painters for centuries.
INSPIRED BY LANDSCAPE AND ART
Photography was the obvious choice. But illustration could take us somewhere fresh, and lend the campaign the kind of charm, nuance, and warmth that felt genuinely native to the county. We commissioned a printmaking specialist to craft bespoke linocut-inspired artwork for each of the key destinations. While preserving the natural imperfections of linocut, the campaign has a contemporary, digital-friendly twist.
OUTCOME
The result? A flexible spring campaign that works hard across every format, from animated screens in stations to social ads.
An eye-catching creative, inspiring travel and adventure by bringing to life the rich culture and natural beauty of Kent and the Southeast. Stocks Taylor Benson fully understood the direction and deliverables of the brief, creating clever animation and purposeful calls to action to convert interest into purchase. A well-received campaign which we’ve loved working with the team at STB on.
Dan Hufton, Senior Campaigns Manager, London St. Pancras Highspeed
