LONDON, UK – When travel meets art, the journey becomes more than just a ride. Eurostar is turning heads with its latest brand campaign, Reasons to Eurostar, a striking creative collaboration with adam&eveDDB and minimalist illustrator Noma Bar.
The campaign is a bold, witty push to break habitual travel choices. Why fly or drive, when you can glide across Europe in style, space, and sustainability?
Enter Bar’s signature use of negative space which utilizes visual metaphors cleverly tucked inside everyday imagery. His arresting illustrations anchor the campaign across out-of-home and print, delivering that moment of delightful double-take that makes you look twice and think again. Think: elegant geometry meets cheeky visual punchlines.
Pair that with lines like “Time flies when you don’t,” “Carry on with your carry-ons,” “Maybe 6am trains are too early” and you’ve got a campaign that’s equal parts charm and challenge. The message is clear: Eurostar isn’t just another way to travel, it’s the better way.
Francois Le Doze, Chief Commercial Officer at Eurostar, comments: “We’re thrilled to team up with adam&eveDDB and Noma Bar on this eye-catching campaign that brings to life all the reasons to choose Eurostar.
“From quick and easy check-in, extra legroom and free luggage allowance to the flexibility to change your ticket and seamless connections across Europe – Eurostar is designed to make travel better. And of course, it’s the greener choice too – our trains emit up to 20 times less CO₂ than planes. This campaign is all about reminding people that when you travel with Eurostar, the journey really is part of the joy.”
Noma Bar says: “It was a pleasure collaborating with Eurostar and adam&eveDDB. Crafting a bold visual storytelling with minimal elements, bringing Eurostar’s messages to life through imaginative illustrations.”
Paula Hochberg, Creative Director, adam&eveDDB, adds: “We had a lot of fun pushing the Eurostar tone of voice and pairing it with Noma’s smart visuals. Every headline’s a little twist on what makes train travel the better choice. It’s been great to add another chapter to our long-running partnership with Eurostar and keep finding fresh ways to tell their story.”
Rolling out across the UK, France, Belgium, and the Netherlands, the campaign features market-specific lines and tailored placements – popping up in train stations, car service areas, even on routes to airports, subtly asking: why take the plane when the train is this good?
Launching with four visuals and more to come later this year, Reasons to Eurostar underscores what the brand has always stood for: seamless, sustainable, surprisingly joyful travel.
CREDITS
Client: Eurostar
Brand: Eurostar
Project/Campaign Name: Reasons to Eurostar
First Air Date: 29th April 2025
Client:
Francois Le Doze – Chief Commercial Officer
Dorothée Mariotte – Marketing Director
Candice Couillard – Head of Brand Activation & Media Performance
Sam Poullain – Senior Lead, Creative & Social
Floor Verdonkschot – Creative Lead
Rupert Radley – Brand Production Manager
Agency: adam&eveDDB
Creative:
Paula Hochberg – Creative Director
Callum Mcdonald – Creative
Charlotte Upton – Creative
Bethany Kellaghan McGurk – Creative
Marika Di Leo – Creative
Ant Nelson – Chief Creative Officer
Mike Sutherland – Chief Creative Officer
Production:
Olly Ravaux – Producer
Anna-Louise Vass – Producer
Planning:
Liora Ingram – Planning Director
Will Grundy – Chief Strategy Director
Chief Executive Officer: Miranda Hipwell
Account Management:
Sam Lecoeur – Chief Client Officer
Nick Wilkie – Business Director
Alex Murray – Account Director
Tatiana Milliken – Account Manager
Louise Riu – DDB Paris, Business Director
Ambre Fouassier – DDB Paris, Account Manager
Laura Fontaine – DDB Paris, Account Manager
Project Management:
Vidya Varsani – Project Director
Legal:
Tom Campbell – Senior Legal Counsel
Florence Chui – Paralegal
Business affairs:
Dolores King – Deputy Head of Business Affairs
Jamie Hirst – Business Affairs Manager
Illustrator: Noma Bar
Agent: Dutch Uncle
Design: King Henry
Paul Knowles – Head of Design
Will Whittington – Designer
Paul Mayes – Artworker
Production Company: adam&eveStudios
Media planning/buying: Wavemaker
