| Titulo | In Laws |
| Agência | krow Communications |
| Campanha | Be Bound for Glory |
| Anunciante | Virgin Trains |
| Marca | Virgin Trains & Virgin Trains East Coast |
| Data da primeira Transmissão/Publicação | 2015 / 9 |
| Sector Empresarial | Transportes aéreos, de estrada, marítimos, ferroviários e de cruzeiro |
| Legenda | Be Bound for Glory |
| História | Using the creative strapline, “Be Bound for Glory”, the campaign builds on the insight that long-distance travel is usually for something important — whether that’s a big business meeting or meeting the in-laws for the first time – so Virgin Trains will help customers arrive prepared to tackle whatever life may throw their way. The ad, created by krow communications, tells the story of a young man who is meeting his girlfriend’s family for the first time. Because he travelled there on a Virgin Train, he feels at his absolute best, ready to win them over. With a vision to become one of the UK’s best loved brands, the campaign intends to be bigger, bolder and braver than ever before, whilst retaining the wit and humour of the Virgin brand. The campaign also builds on and reinforces Virgin Trains as leaders in customer experience. |
| Filosofia | The idea behind the campaign was inspired by the insight that if you're travelling long distance, it is for something really important. You need to arrive in absolute peak condition, ready to succeed in whatever lies ahead. For TV we chose to dramatise one such instance in which it is crucial that you are in top form: meeting the in-laws for the first time. The print brings the Virgin attitude and swagger of the endline to life and encapsulates the feeling of being in peak condition after your journey, ready to take on the world. |
| Problema | In September 2015, Virgin Trains and Virgin Trains East Coast came together for the first time since Virgin Trains and Stagecoach won the East Coast franchise. We were challenged to develop a masterbrand campaign that supported their vision of becoming the best-loved UK travel brand, but which retained the wit and humour that we've come to expect from the Virgin brand. |
| Resultado | The integrated campaign runs across multiple channels including TV, cinema, radio, OOH, digital screens, press and online. The campaign launched in September 2015, so watch this space for results… |
| Tipo de Mídia | Televisão |
| Comprimento | |
| Produtora | Rattling Stick |
| Pós produção | MPC LDN |
| Director criativo | Nick Hastings |
| Director criativo | Tim Robertson |
| Criativo / Direção de arte | Nick Hastings |
| Criativo / Direção de arte | Tim Robertson |
| Produtor da agência | Sushi Tester |
| Realizador | Traktor |
| Producer | Ben Roberts |
| Director de fotografia | Daniel Landin |
| Editor | Rick Russell |
| Auditivo | Patch Rowland |