Press ad
Eurostar
—
The brief: to create a hard-hitting campaign promoting Eurostar as the greener alternative to flying.
I came up with the below concept, which was strategically placed in publications in the UK and France.
The ad caused a particular stir in France, ruffling the wings of the airlines' head-honchos.
Their response caught the attention of journalists, with several major French publications covering the story.
And in every article, they quoted the fact that your carbon footprint from one flight between London and Paris was the same as making 14 Eurostar journeys.
City AM press ad
Translation: 'An ad for Eurostar ironises the greenness of flying.'
Tweet to 33k followers: 'I stand firmly behind Eurostar's latest advert: "Of course the airlines are green (of jealousy). Your carbon footprint from one flight from Paris to London is the same as 14 Eurostar journeys". This is what we want: incisive railways.'