Authenticity was key in Northern Ireland public transport company, Translink and partner creative agency, Ardmore Advertising’s new corporate campaign ‘Smartmovers’.
Travelling with Translink is always the smart move; to save money and time, to relax, to come and go as you please, to be more sociable or just to be kinder to the environment. But rather than Translink telling you, we they felt it was more authentic for some of their 1.5 million passengers to do so. Following an intensive recruitment process for real passenger stories; over 50 people were selected for the shoot with 5 key stories forming our initial campaign launch. The campaign hashtag #Smartmovers sits at the heart of the activity, encouraging other passengers to get involved and share their positive Translink stories online.
The campaign launches on video, radio, outdoor, transit digital and social media on 13th March 2017.
Agency: Ardmore Advertising
Account Director: Miriam Pearce /Theresa McLaughlin
Creative Directors: Paul Bowen
Production Company: Street Monkey
Director: Robert James
Photographer: Gavin Millar