Creative work from the final selection workshop

Following the interviews, 12 people went forward to the next stage – a morning’s

workshop for them to have a go at producing a creative campaign

We gave our applicants a brief for Virgin Trains…

• What does the campaign need to achieve?– We need to persuade people taking journeys by car that they should be taking them by train instead

• What do you need to produce?– 2 x posters that will appear alongside major roads

• Who is the target?– People travelling between cities in cars, when they could be going by train, stuck behind the wheel,

grinding their way through traffic jams, losing the will to live…

• What’s the message?– You can do more on a train

• Why is this true?– On a train someone else does the driving for you.– You can move around.– You can get your work done or fully concentrate on your family or friends.– It’s generally a more relaxing, fun environment.– And it’s actually much quicker– Or…you could be stuck behind the wheel of your car, stressing out, getting irritable, or just zoning out

• What sort of personality do we want to get across?– Virgin brands are always cheeky, fun and a little bit rock ‘n’ roll

They worked in 3 teams of four people.Here’s what they came up with…

Creative idea 1: Going on a Virgin Train’s like a taste of heaven next to the hell of motorways…

Creative idea 2: Whereas you’re trapped in a car, you’re

free on a Virgin Train

Creative idea 3: where motorway travel is drab and grey, a

Virgin Train is colourful and vibrant

Creative idea 4:Being in a car with your family is a

sapping experience – there has to be an easier way of doing things

We think that at least three of these ideas have got huge potential. Pretty

impressive for an hour’s work…