AMTRAK
Low commitment is the commitment.
Challenge: To position Amtrak at the forefront of cross-state travel option.
Insight: People get overwhelmed by commitment in almost every facet of life, including travel & relationships. What’s worse than a company that makes traveling long and complicated?
Solution: Pose Amtrak as a one-and-done company that hates long-term commitment. Before, during, and after a scenic journey across the country, why wouldn’t you want that time to yourself?
Art Director: Stephanie Kung (me!) / Copywriter: Zach Tsun
Work done for the Crowbar Awards Q3 2023.
Highway Billboard
to target bus takers
OOH at the airport
Instagram Story Ad
Viral: Hinge Hijacking
Railed: The Dating Show
We will be partnering with Netflix to create a dating show on the rails.
Two contestants will board an Amtrak, a male and a female, the male looking for love and the female looking for love or just to have some fun.
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At each stop, more females will board the Amtrak, some looking for love and some looking for fun. And some will deboard from elimination by our bachelor.
Throughout the journey, the contestants will be tasked with challenges to show their sincere or disingenuous interests to pursue to male.
At the end, if the playgirls win, she will win a grand prize of a lifetime of free Amtrak travels but if love wins, the pair will leave with a genuine connection and an all-expenses paid weekend date at our final stop instead.
Examples of segments and challenges on the show…
Challenge/Game Segments
Rail/Ride/Remove (Fuck/Marry/Kill…but in train terms)
Get cookin’ in the Dining Cabin
Paint the Scenes in the Observation Cabin
Q&A
Question examples
What is your ideal Amtrak vacation?
Have you joined the Mile Rail Club?
Date Segments
A night in the Roomette (Overnight in the Private Cabin)
Stargazing in the Observation Cabin