Wunderman has created one of the UK’s biggest ever train station takeovers as part of a new integrated campaign for Microsoft Office 365, across Euston, St Pancras, Glasgow, Paddington, Edinburgh, Manchester and Canary Wharf.
The “Work From Here” campaign is on a vast scale, incorporating a wide range of media planned and bought by UM London, including every digital display in the stations, lawn art, benches with built-in Wi-Fi, paper cups and sandwich bags, traditional outdoor, and special ambient placements on ticket gates, poles, and the tables of several trains.
Remarkably, the work involves over 300 bespoke executions as each one is tailored to suit every media placement, with no digital display, billboard, lawn, table or bench using the same creative.
The creative brings humour and personality through references to local vernacular and landmarks in vicinity of the media such as cafés, exits, waiting areas, or timetable boards, to demonstrate the ability to seamlessly work on the go from any location with Microsoft Office 365.
The campaign, which launched on March 25th, also introduces a medium that has never been used before –train tables. Wunderman & UM London are the first agencies to pioneer this new medium across three rail services, on the Stansted Express and Greater Anglia and Southern railway lines. With free Wi-Fi and tables labelled as ‘Boardroom One’ or ‘Conference Room’, commuters could trial Office 365 while hurtling across the country.
Chief Creative Officer: Matt Batten
Creative Director: Kelvin Tillinghast
Copywriter: Tom Powell
Art Director: Toby Cane
Creative Services Manager: Chris Farmer
Business Director: James Latham
Account Director: Gloria Cheng
Account Executive: Lucy Partington