Tyne and Wear Metro

Celebrating the everyday

Tyne and Wear Metro is the second-largest metro system in the UK, after the London Underground. Since it was built in 1980, 1.8bn journeys have been made including daily commutes, leisure trips, and travelling to school and back. In the past 30 years, it has become recognised as the fifth most iconic landmark in Tyne and Wear.

The brief

Develop a campaign to reignite the passion for the Metro brand, a service which we so heavily rely on. Remind those in our region of the part it plays in our everyday lives and encourage more reasons to travel.

Our approach

Our creative strategy centred around the proposition that Metro is part of everyday life. Our new campaign shows exactly that and focuses on the real reasons for travel, while capturing those everyday moments. Using stunning cinematography and an affecting poem, the campaign brings the brand back to its roots and reminds people just how important Metro is to our daily lives.

What we delivered

The first brand-led campaign for Tyne and Wear Metro for the past 10 years. We used powerful, emotive poetry and reportage-style imagery to capture the real-life role Metro plays in the lives of those in our region. We brought the campaign to life in two 30-second commercials with a mix of strategically placed digital out of home sites, which showcased a montage of moments.

The result

The campaign launched on TV during the first World Cup match and is set to be a part of their core marketing activity going forward.

Let's turn heads steal hearts change minds hold hands raise eyebrows open eyes kick arse dance