Engine wins Eurostar brief to create challenger mindset

The UK may be heading for a split with the European Union, but Engine has won the job of keeping us connected with a new brief from Eurostar.

Engine’s first campaign can already be seen on OOH and digital, featuring an ostrich and the line, “You see more when you don’t fly.” TV ads are scheduled for early next year – Engine is probably still busy with the £100 million Brexit campaign that seems to be forging ahead regardless of what is or isn’t happening in the House of Commons.

Richard Sherwood, Eurostar’s customer engagement director, said: “We wanted our new campaign to really focus on the benefits of Eurostar – a high-speed and comfortable journey taking travellers to the heart of their destination. We have a new tone of voice that reflects the challenger brand approach that’s part of our company DNA, and look forward to working with Engine to achieve this in a bold, refreshing and stylish way.”

Julian Hough, chairman of Engine Creative said: “Eurostar’s past is full of iconic advertising and it is our ambition to create a campaign that is equally memorable and inspiring for the brand in 2019. It’s a huge compliment to Engine to have been entrusted with this task by a brand, and client, that we so greatly admire and respect.”

Eurostar’s advertising credentials were established by St Luke’s and TBWA, as well as Mother’s “Somers Town” film directed by Shane Meadows. The marketer’s last work of note bypassed agencies and went straight to production company Somesuch. The “Travel state of mind” film was inspired by French new wave cinema and was directed by Kim Gehrig, famous for her “Man on the Moon” spot for John Lewis and “This Girl Can” for Sport England.

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About Emma Hall

Emma Hall
Emma Hall is the former London Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.

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