London, 29 April, 2025: Eurostar is teaming up with world renowned graphic designer, illustrator and artist Noma Bar to launch a bold campaign, designed to disrupt the automatic choice to travel by plane and car, and encourage people to choose Eurostar instead for its premium travel experience.
The campaign, ‘Reasons to Eurostar’, created with adam&eveDDB, playfully demonstrates the many ways that Eurostar goes further to make European travel a comfortable and enjoyable experience.
The out of home and print campaign spotlights Noma’s distinctive and confident illustration style, which aligns perfectly with Eurostar’s tone of voice. The use of negative space results in engaging visuals, offer a moment of surprise when bringing two elements together, so on second glance the viewer realises there’s something hidden in the art.
The illustrations are coupled with punchy copywriting such as “Time flies when you don’t”, “Get a speeding ticket”, “Carry on with your carry-ons”, or “Maybe 6am trains are too early”, to highlight the speed and comfort of taking the train and not having to pay extra for luggage.
‘Reasons to Eurostar’ launches today in the UK, France, Belgium and the Netherlands across digital out-of-home, radio and press until 20 June. The campaign includes bespoke and contextually relevant headlines for each of the different markets.
The campaign is initially going live with four illustrations, with a further visual to be launched later in the year, alongside contextually relevant media buys on trains. The work will also be featured on routes to airports via train stations and car service stations.
Noma Bar is an award-winning illustrator whose work has appeared in publications including Time Out London, BBC and the Economist. He has also released three books and hosted solo exhibitions in London and across Europe.
Francois Le Doze, Chief Commercial Officer at Eurostar, comments: “We’re thrilled to team up with adam&eveDDB and Noma Bar on this eye-catching campaign that brings to life all the reasons to choose Eurostar.
“From quick and easy check-in, extra legroom and free luggage allowance to the flexibility to change your ticket and seamless connections across Europe – Eurostar is designed to make travel better. And of course, it’s the greener choice too – our trains emit up to 20 times less CO₂ than planes. This campaign is all about reminding people that when you travel with Eurostar, the journey really is part of the joy.”
Noma Bar says: “It was a pleasure collaborating with Eurostar and adam&eveDDB. Crafting a bold visual storytelling with minimal elements, bringing Eurostar’s messages to life through imaginative illustrations.”
Paula Hochberg, Creative Director, adam&eveDDB, adds: “We had a lot of fun pushing the Eurostar tone of voice and pairing it with Noma’s smart visuals. Every headline’s a little twist on what makes train travel the better choice. It’s been great to add another chapter to our long-running partnership with Eurostar and keep finding fresh ways to tell their story.”
