If you have a college student who’s a Cubs or Brewers fan, Amtrak has a way to get them out of the house so they can catch the Cubs/Brewers series in late July and early August.
Or maybe they’re coming from Milwaukee for Lolla. Or maybe going to Milwaukee for Summerfest.
Laughlin Constable has debuted its latest campaign for Amtrak Hiawatha, the train line that runs between Chicago and Milwaukee seven times daily.
The posters, designed to feel like living, breathing sculptures, highlight how Amtrak Hiawatha provides college kids some much-needed ‘me-time’ for a good 89 minutes between the two cities.
The agency’s creative team collaborated with a CGI illustrator Katlego Phatlane for the campaign. The illustrator rendered the 3D sculptural element in all white based off art director Amelie Provosty’s sketches and then added in lighting and texture, creating a 3D typography.
The campaign uses playful, short headlines written by copywriter Kirsten Dickherber, like ‘Panic study your way to a B-,’ accompanied with imagery that brings each word to life.
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The series of posters appear in train stations in both cities and on bus shelters near college campuses. According to a Laughlin spokeswoman, Amtrak is already seeing a lift in ridership in just one month.
Credits
Client: Amtrak Hiawatha
AGENCY: Laughlin Constable
COPYWRITER: Kirsten Dickherber
ART DIRECTOR: Amelie Provosty
CHIEF CREATIVE OFFICER: Lisa Bennett
GROUP CREATIVE DIRECTOR: Jon Laughlin
SENIOR ART DIRECTOR: Dan Koel
Source: Laughlin Constable
Contact Colin Costello at colin@reelchicago.com.
