Choose A
Cosy Life
Choose a cosy life.
Urban escape plan Campagin
Problem
V/Line was beginning to suffer from an identity crisis. Perceived by most as a mode of transport mainly used by retirees, V/Line’s consumer base had essentially stopped growing.
Target Audience
Young adults, aged 18 - 25.
Task
Develop a new look and campaign that will appeal to young adults, aged 18 - 25. You need to promote travel to regional Victoria, but at the same time, give young people strong reasons to leave the car at home and take the train or coach. Sure, train and coach travel may take longer, but your task is to find ways to make this an attractive proposition to Millenials and Gen Zs.
SMP
Discover new places in comfort (without worrying about a designated driver)
Insight
Young people do not have a big travel budget, but they want to release the pressure and choose a comfortable life.
Idea
'Urban escape plan' campagin.
Client /
V/Line
Role /
Art
Director
Agency /
Dragon
One
Studio
Year /
2021
Most of the 18-25-year-olds are in college or just started work. In order to make them leave cars and take a train trip to travel to regional Victoria,
I designed three posters for three most typical young groups: college students, office workers and car owners.
In posters, running postures of the characters represent the ‘escape’. The train behind the character means that Vline helps people travel from cities to suburbs without one second. This shows transport services provided by Vline are super comfortable, because people can feel the pleasure of trips immediately without spending energy on transportation.