90 minutes for whatever
The posters, designed to feel like a living, breathing sculpture, highlight how Amtrak Hiawatha provides college kids some much-needed “me-time.” The campaign uses playful, short sentences, like “Panic study your way to a B-,” accompanied with imagery that brings each word to life. The series of posters, which offer students a discount on train travel, appear in train stations in both cities and on bus shelters near college campuses.
Laughlin Constable’s creative team collaborated with a CGI illustrator for the campaign. The illustrator rendered the 3D sculptural element in all white based off Laughlin Constable’s sketches and then added in lighting and texture, creating a 3D typography. In just one month, Amtrak is already seeing a lift in ridership.
Advertising Agency: Laughlin Constable, USA
Chief Creative Officer: Lisa Bennett
Group Creative Director: Jon Laughlin
Sr. Art Director: Dan Koel
Art Director: Amelie Provosty
Copywriter: Kirsten Dickherber