Brand: V/Line
Media: Ambient
Category: Transport & Tourism
Agency: McCann
Geo: Australia
V/Line: Guilt Trips, Case Study
The Challenge: V/Line is Australia's major regional train operator. Our task was to encourage family and friends living in the city to visit their loved ones in the country.
Execution: Instead of us doing the talking, we recruited those who knew them best and harnessed the most powerful force in the universe- a mother’s guilt. We inven...