New Trains, New Stories: VIA Rail's Creative Campaign Celebrates Innovation

Nov. 22, 2024

Since 2023, VIA Rail Canada has been gradually introducing its new trains into service along the Quebec-Windsor Corridor. With 75% of them now in operation, VIA Rail and Cossette are celebrating this landmark moment by launching "Train Story," a creative and touching campaign inspired by the Pixar animation studio’s universe. This initiative aims to strengthen the emotional connection to the brand, especially during the holiday season, and marks VIA Rail’s return to television after several years of focusing on digital campaigns.

Jessica Fecteau, Art Director at Cossette said:

“For this project, I wanted to explore a tender and innovative approach—not only as the art director but also as a co-director. The choice not to show the new trains directly, but rather through miniature models, allowed us to maintain a warm tone and spark public curiosity about the story we were telling. Together with my co-director and cinematographer, Rob, we sought to convey the emotions of the trains through careful framing, lighting, and an original musical score. It was a unique opportunity to push creative boundaries while staying true to VIA Rail’s DNA.”

 

Mia Bergman, Manager, Brand and Go-to-Market at VIA Rail said:

“This campaign marks a pivotal moment for our brand as we increase our presence in key markets. This story also helps position our new trains ahead of 2025, when we’ll focus on attracting new customers to an enhanced travel experience—a more comfortable, enjoyable, and sustainable form of transportation.”

 

The campaign, airing on television and online starting the week of November 15, serves as the final chapter in a series of initiatives aimed at building awareness of VIA Rail’s new fleet.