Amtrak Hiawatha Trainline Targets Students with Playful Me-Time Posters

Laughlin Constable has debuted its latest campaign for Amtrak Hiawatha, the train line that runs between Chicago and Milwaukee. The posters, designed to feel like living, breathing sculptures, highlight how Amtrak Hiawatha provides college kids some much-needed 'me-time.' The campaign uses playful, short sentences, like 'Panic study your way to a B-,' accompanied with imagery that brings each word to life. The series of posters, which offer students a discount on train travel, appear in train stations in both cities and on bus shelters near college campuses.

Laughlin Constable’s creative team collaborated with a CGI illustrator for the campaign. The illustrator rendered the 3D sculptural element in all white based off Laughlin Constable’s sketches and then added in lighting and texture, creating a 3D typography. In just one month, Amtrak is already seeing a lift in ridership.