Via Rail begins Train Story campaign
By Rob Bale
Via Rail has begun a new advertising campaign called “Train Story.” Developed by Cossette, the campaign promotes the introduction of new trains along the company’s Quebec City-to-Windsor rail corridor. According to the company, the television and online creative is intended to resemble Pixar-style animation and to foster an emotional response to the brand during the holiday season. Media work is being handled by Touché.
“For this project, I wanted to explore a tender and innovative approach,” said Jessica Fecteau, art director at Cossette. “The choice not to show the new trains directly, but rather through miniature models, allowed us to maintain a warm tone and spark public curiosity about the story we were telling. We sought to convey the emotions of the trains through careful framing, lighting and an original musical score. It was a unique opportunity to push creative boundaries while staying true to Via Rail’s DNA.”