When Chiltern Railways built their Mainline between London and Birmingham, the service provided a more relaxed and quintessentially English route to the capital. 

This however brought them into direct competition with their rival Virgin Rail. With just a fraction of the media budget, a cost-effective and highly versatile line-led campaign was created that gently knocked that most famous bearded entrepreneur. In addition to raising a few smiles among commuters, even Sir Richard saw the funny side, sending the odd goodhearted tweet himself.

This challenger brand mentality created work that was immediately recognisable, loved by all and picked up numerous industry accolades including Fresh and Cream awards for use of media, travel and leisure and copywriting.