THE CHALLENGE
Dairylea and Trainline launched a partnership during summer, offering families £10 off railfare by scanning on-pack QR codes for a limited time. The partnership needed to promote ‘Dairylea Discovery Days’, inspiring families to explore and embrace pure moments of playfulness and childhood together.

THE STRATEGY
The PR team created a giant backpack and put it right in the middle of Kings Cross station. It was full of toys and games that inspire adventure and unstructured play, from kites to binoculars, which families can take on their Dairylea Discovery Day. We would enlist a parent and their child to have their own Discovery Day, picking something from the backpack, and following them on their journey to Brighton, for their big day out!

THE CREATIVE
Cue Joe Swash and his adorable 4-year-old son, Rex. Joe, a much-loved TV personality with a larger than life energy, and little Rex, picked a magnifying glass from the giant backpack and off they both went to catch their train – booked via the Trainline app. We meet the duo again at Brighton station, and capture their day of free play and discovery; with Rex finding all the best pebbles on Brighton Beach with his magnifying glass, inspecting insects in the park, and making sure his dad is kept well on his toes! Rex’s curiosity and joy along the way made for beautifully warm dad-and-son moments that we were able to capture along the way.