Winner: Grand Prix [Drum Creative Awards]; Posters Gold [Cream Awards]

Hornby is an iconic brand with a wide-ranging customer community. While older hobbyists and locomotive ‘enthusiasts’ have remained loyal to the brand, growth would only come from greater engagement with a younger, mass-market audience more conversant with digital gaming as their preferred, in-home leisure activity. How could Hornby prise this audience away from their screens to consider a ‘more authentic’ hands-on form of entertainment?

We targeted working parents with both the disposable income to invest in the brand and the desire – while out of home for long hours – to ensure their kids have healthy, enjoyable alternatives to screen-based entertainment. We took the opportunity to target these working parents on their commutes. Railway stations literally represented a perfect ‘platform’ for the campaign and a logical, tactical opportunity for some really engaging outdoor messaging. Our spoof station information posters blur the lines between the authentic, railway experience and Hornby’s playful spirit.