Make paper tickets history

Advertising, Design

The brief

ScotRail’s Smartcard had been promoted for a number of years, but due to technical issues had never lived up to expectation. So after making a range of improvements, ScotRail asked us to relaunch it.

The idea

We needed to point to the benefits in a way that our audience hadn’t seen before. So instead of leading with the Smartcard, we attacked its competition. We made it a mission to make paper tickets history.

More work

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