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28 February 2020

Brain training.

by Andrew MacGregor


Department for Transport: “It's Everyone's Journey: Train” - 30s

One of two chirpy animated commercials released by the Department for Transport, this instalment targets rail users who become somewhat beastly on the go. Sure enough, agency VMLY&R London and directors Smith & Foulkes turn certain passengers into bulls, llamas, and turtles to show just how much travel etiquette has devolved.

Despite the storybook visuals, it’s easy for viewers to step into the characters’ shoes - regardless of whether they’re an aggressor, a victim, or an observer in real life. As Perle Arteta and Christopher Joyce’s script then reminds us, “stampeding and huffing, and barging and tutting” helps no-one reach their destination - a little decency, however, might just do the trick.


Creative Agency: VMLY&R London Ⓦ
CCO: Laurent Simon
Creative Director: Gavin McGrath
Senior Creative: Perle Arteta / Christopher Joyce
Senior Acc Handler: Elliot Duck
Business Team: Rebecca Bright
Strategy: Micha Levy
Strategy Director: Jonathan Ewles
Senior Producer: Tanya Fitzgerald
Agency Producer: Rosanna Lawson
Film Production: Nexus Studios Ⓟ Ⓦ
Director: Smith & Foulkes Ⓟ Ⓦ
Producer: Tracey Cooper
Production M'ger: Rebecca Archer
Creative Partner: Chris O'Reilly
Storyboard Artist: Morgan Ritchie
Animation: Duncan Gist / Marlène Beaube / Sean Weston / Bishoy Gendi (Lead) @ Nexus Studios Ⓟ Ⓦ
Sound Designer: Philip Bolland @ Factory Ⓟ Ⓦ
Audio Producer: Lucy Spong
Music Supervision: Siren Ⓟ Ⓦ
Music Producer: Sean Craigie-Atherton

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