Trainline Celebrates Life’s Messy Ever-Changing Priorities

Trainline, Europe's leading rail and coach platform, has launched its first global campaign, ‘Whatever Your Priority’ together with its new global creative agency, W+K Amsterdam. The campaign positions Trainline as the champion of every traveller, acting as a celebration of the simple truth that every journey, and every priority, matters.

This campaign redefines rail advertising with its fresh perspective, highlighting a variety of travelers and steering clear of conventional romantic themes. The creative is built on the simple insight that people’s priorities constantly change. Sometimes we want speed, sometimes comfort, and sometimes just the cheapest ticket possible. Research showed that for specific journeys - whether a romantic getaway, a family holiday, or a business trip - people's priorities shift, for example, valuing comfort or speed over price.

This idea is brought to life through five films directed by Max Siedentopf, known for his playful and non-conformist approach. The work, which will run across Europe in France, Italy, Spain, has first launched in the UK on BVOD (Amazon Prime, Netflix, ITV and Sky) and YouTube as well as digital out-of-home, radio, and social channels. At its core is repetition—visuals, sound design, and a voiceover that feels more like an underground EDM track than a traditional ad.

Edouard Olhagaray and Ramona Todoca, creative directors at W+K Amsterdam said, “Choice can be overwhelming, but when you're presented with the right options everything suddenly becomes obvious. That’s why we wanted this campaign to be brutally simple, giving it a voice as unique as Trainline’s offering in the category. The tone is direct, matter-of-fact and weirdly fun.”

Trainline's global brand director, Leah Knighton said, “Our new global "Whatever Your Priority" campaign is a testament to the brand's commitment to understanding and accommodating every kind of traveler. This new partnership with W+K Amsterdam marks a pivotal moment, with both companies focused on creating work that is not only creatively transformative but also deeply relevant to the huge mix of customer needs across Europe.”