We talk a lot about representation in advertising whether that’s gender, sexuality or race. What we often don’t acknowledge, especially within the UK, is the importance of representing, and celebrating, regionality.
Our latest campaign with LNER launches 'Track Record' to celebrate the diversity of accents across the UK, created in partnership with famed broadcaster, Edith Bowman.
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Public relations (PR)Sector
Travel/TourismWe talk a lot about representation in advertising whether that’s gender, sexuality or race. What we often don’t acknowledge, especially within the UK, is the importance of representing, and celebrating, regionality.
This regionality is celebrated in LNER’s most recent spot ‘#TrackRecord’ by Golin, a poem spoken in the various accents and dialects heard on the train route between London and Aberdeen. As the train travels through the cities and countryside, the voiceover’s broad accents show the unique worlds beyond our capital.
Created in partnership with the broadcaster Edith Bowman, herself from Anstruther in Scotland, the accents range from Lincoln to Leith, Hull and Spennymoor Town FC as “Every valley and peak shifts the way that we speak”.
This campaign feels important because, while there is undoubtable diversity within our nation, at the moment particularly, there is also enormous disconnection between urban and rural, capital and regional communities.
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