CHALLENGE

Children’s increased proficiency with digital platforms has reduced the market size for more traditional non-screen fun; the term ‘play time’ is more likely to refer to online gaming. But not all is lost. There is a growing appetite from parents to reverse this pattern and bring analogue fun back into the picture.

STRATEGY

We targeted working parents with the income to invest in the brand and the desire to ensure their children have a healthy, enjoyable alternative to digital gaming. We took the opportunity to parallel the product with the people, targeting busy mums and dads on their train-line commutes. 

SOLUTION

Railway stations presented the perfect ‘platform’ for our spoof station information posters. We blurred the lines between the real railway experience and Hornby’s playful spirit. It was a campaign that left commuters disembarking with a smile.

RESULTS

The campaign was commended for its witty and joyful nature and was awarded a D&AD Pencil for Outdoor Advertising.