Problem: Train travel can be more expensive and time consuming than competing methods of travel. How can we make Amtrak the preferred way to travel in a fast paced modern world?
Solution: We position the longer travel time as a feature. Imagine all those things you could achieve with the time in between point A and B.
OOH
In Between Time is all about that quiet space in the interim of the chaos of our lives. The visual of motion blur grounds you in the train car. Nothing outside of that moment matters. The type does the heavy lifting of communicating travel by framing the things we “never have time for”, with the places we’re going.
ACTIVATIONS
HUMANS OF AMTRAK:
Amtrak will feature passengers throughout the nation on their social platforms. They will also produce a YouTube podcast series in order to create a collection of stories that showcase what “In Between Time” is all about, people. There will be live call-ins, documentary segments, and conversations diving into how people use the space between point A and point B.
TAKE A STOP:
Amtrak will place exhibit train cars in busy city environments to offer a place of refuge amongst everyday life. The walls will display projections of moving train window imagery and meditative music that allows people to experience “In Between Time” during their daily grind.
BETWEEN THE LINES:
Train car graffiti is rooted in railway history and is an expression of the freedom of street artists. Amtrak is acknowledging this form of artistic expression by commissioning street artists to design train car wraps. Each artist will be selected by the city they are based out of along the designated routes so that the cars themselves will tell the story of the journey.