East Midlands Railway

Let's Roll

Agency: Atomic


East Midlands Railway (EMR) has gone live with a new brand campaign ‘Let’s Roll’. The distinctive creative platform has been created to launch the new franchise that links the East Midlands with London.
The multi-channel campaign, created by Atomic London, features new brand character ‘Miles’. A highly distinctive aubergine coloured puppet in the shape of an ‘M’. Miles is the embodiment of the brand showcasing the enjoyment of a train journey with EMR.
The launch ad features Miles on his journey into London St Pancras, showing him seated in one of the EMR carriages as he revels in all the delights and comforts train travel has to offer.
The ad was directed by one of the most celebrated figures in the industry, Mark Denton, and his clear passion for the craft is seen throughout the spot. The creation of the ad featured a wide range of techniques that made it hugely challenging but equally rewarding.

This professional campaign titled 'Let's Roll' was published in United Kingdom in October, 2021. It was created for the brand: East Midlands Railway, by ad agency: Atomic. This Film medium campaign is related to the Transport industry and contains 2 media assets. It was submitted over 2 years ago by New Business Director: Jack Williams of Atomic London.


Advertising Agency: Atomic London, London, United Kingdom of Great Britain and Northern Ireland

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