LNER — FREEDOM ALL THE WAY
LNER came to M&C Saatchi with one big goal: get people to stop booking through third-party sites and go direct. So we built a campaign that made train travel feel like the upgrade it actually is.

Freedom All The Way was a full-throttle, multichannel push built around a cheeky redhead and a whole lot of freedom. I worked on copy, scripting, and concepting—across everything from the hero TV spot to the headlines you pass on your way to work.

No layovers. No luggage roulette. No shady middlemen taking a cut. Just trains, freedom, and a lot more legroom.