Inviting Londoners to escape the city with ‘UNLONDON’
As featured in Campaign.
Our latest campaign for Greater Anglia repositions East Anglia as the ultimate escape from fast-paced London life. UNLONDON invites Londoners to explore the natural beauty, calm, and character of East Anglia. Rooted in a powerful emotional truth: even Londoners who love city life crave moments of escape.
Social-First Content: Escape in Your Feed
UNLONDON comes to life on social via our creator-led content strategy by Supernova. Each creator’s video starts at the end - refreshed and smiling in East Anglia - before rewinding 48 hours to depict their pre-escape stress.
Recently named one of Lonely Planet’s Top 30 Places to Visit in 2025, East Anglia offers unique destinations like the Norfolk Broads National Park, Cromer Beach, and Dedham Vale, all just a short train ride away from London Liverpool Street. It’s a simple, spontaneous reset that doesn’t take hours of planning or travel. Greater Anglia trains make that possible, offering a smooth, fast way to switch off and recharge.
A Journey from Chaos to Calm
At the heart of the campaign is a cinematic 30-second TV spot, directed by Dom & Nic through Outsider. It opens in a high-pressure London office, where stress levels rise. The Greater Anglia red hare mascot appears, guiding our protagonist out of the chaos and into a serene train journey. As she travels, her surroundings and emotional state transform - ending with a joyful reunion on Cromer’s iconic sands.
Louise Rudaizky, Managing Director at Atomic London said: “UNLONDON is about that universal urge to escape. We’ve taken that moment of stress and flipped it into something beautiful, calm and full of promise. East Anglia is the perfect setting—and just a train ride away.”
David Metherell, Head of Commercial Development at Greater Anglia added: “This campaign reminds Londoners that world-class destinations are within easy reach. With our new Weekender ticket, escaping the city is simpler than ever.”
The campaign was developed in partnership with Visit East of England.
Big thanks to all of our partners: Bicycle London, Outsider TV, Final Cut, Nexus Studios, Rascal, No.8, Felt Music and London Voice Boutique.