Whatever Your Priority
Celebrating people’s changing priorities in a brutally simple way
Choice can be overwhelming, but when you are presented with the right options everything suddenly becomes obvious. In this global campaign, Trainline is the champion of every traveller, acting as a celebration of the simple truth that every journey, and every priority, matters.
“Whatever Your Priority” 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. Whether a romantic getaway, a family holiday, or a business trip – people’s priorities shift, for example, valuing comfort or speed over price.
Redefining rail advertising with a fresh perspective, this idea is brought to life through five films directed by Max Siedentopf known for his playful, non-conformist approach, giving the campaign a tone that’s direct, matter-of-fact and weirdly fun.
The work ran across key European markets – France, Italy, Spain, and in the UK on broadcaster-on-demand channels (Amazon Prime, Netflix, ITV, Sky), as well as YouTube, digital out-of-home, radio, and social media. At its core is repetition – visuals, sound design, and a voiceover that feels more like an underground EDM track than a traditional ad.