Irish Rail wanted to get more people (of all ages) to take the train. By easing prices, they were making the most relaxed form of transport even more relaxed. Too relaxed? Maybe. Rail is already one of the most relaxed ways to travel. With new price reductions and route improvements, Irish Rail wanted to let even more people take it easy—literally.
The goal? Encourage more travellers of all ages to choose the train by highlighting its calm, convenient, and now more affordable nature. The resulting campaign combined humour and simplicity with a relatable cultural truth: in Ireland, we love a good nap—and the train is the perfect place for one.
We leaned into the soft sounds of rail, the motion of a carriage, and the simple joy of arriving well-rested. The end result? A trip from A to B that looked suspiciously like a power nap.
Agency: Publicis Dublin
Client: Iarnród Éireann / Irish Rail
Industry: Transport, Public Sector, Tourism
Project Type: TV advertising campaign
Role: Creative concept, campaign messaging, scriptwriting
Key Outcomes: High national viewership, increased ticket sales, boost in positive public sentiment
Irish Rail wanted to encourage a wider audience to see train travel as not just a means to an end—but the best part of the journey. We had to make the experience feel irresistibly appealing while delivering a simple pricing message, all within the constraints of a 30-second national TV spot.
A short trip from A to B via zzzZZZZzzzZZZZZZ.
We landed on a concept that was both instantly familiar and quietly delightful: train travel as the perfect place to drift off. The script played with the soft cadence of a dozing passenger. The visuals reinforced the peacefulness of the journey. And the message was clear—affordable, comfortable, and restful travel was only a ticket away.
• A standout TV ad that became one of the most watched of the year
• Spike in rail bookings following campaign launch
• Reinforced Irish Rail’s image as a pleasant, low-stress travel option
• Campaign reused and adapted across multiple seasons and formats
• Campaign concept and development
• TV scriptwriting and messaging
• Tagline and narrative framing
• Strategic creative consultation
• Production and VO guidance
This was a campaign built around feeling. Everything from the script to the pacing of the edit was designed to lull the viewer into a warm, familiar sense of calm. Working closely with the production team, we focused on sensory details—ambient train sounds, natural light, and comfortable motion.
The challenge was striking the balance between charm and clarity: we wanted the audience to smile and snooze, sure—but also remember to book a ticket.
Freelance copywriter working with agencies, brands and startups.
