Noma Bar’s Bold Eurostar Ads Are Turning Heads Across Europe
In a bold move to shift travel habits, Eurostar has teamed up with world-renowned illustrator Noma Bar and top UK agency adam&eveDDB to unveil its 2025 integrated campaign, “Reasons to Eurostar.”
The campaign aims to disrupt the default choice of flying or driving and reposition Eurostar as the smartest, greenest, and most stylish way to travel between European cities.
Launched on April 28, 2025, the campaign is live across digital out-of-home (DOOH), print, radio, and social in France, Belgium, the Netherlands, and the UK, with placements in high-traffic locations such as train stations, airports, and motorway rest stops. Media strategy includes contextually relevant messaging, such as ads targeting airport commuters with the line “Time flies when you don’t,” a cheeky nod to Eurostar’s competitive edge.
At the heart of the campaign are four hero illustrations by Noma Bar, whose work is known for hidden visuals and layered meaning. His use of negative space invites audiences to look twice — revealing witty interpretations of Eurostar perks like free luggage, fast check-ins, and extra legroom. A fifth illustration is set to debut later in the year.
“We had a lot of fun pushing the Eurostar tone of voice and pairing it with Noma’s smart visuals,” said Paula Hochberg, Creative Director at adam&eveDDB. “Each execution tells a little story about why train travel is better.”
Sam Poullain, Eurostar's Creative & Social Lead, shared on LinkedIn that the campaign was named "Ad of the Day" by Campaign UK, indicating significant industry recognition .
Comments from professionals in the field have been enthusiastic:
"STUNNING! Love the subtle illustrations... feels like the longer you look the more you find."
"So refreshing to see an illustration-led campaign! Really captures a sense of wonder and beauty in travel."
"Love the minimalist design and style of the ads."
The campaign also aligns with growing demand for low-carbon travel, as Eurostar trains produce up to 20x less CO₂ than planes, making sustainability a subtle but crucial pillar of the messaging.
According to Francois Le Doze, Eurostar’s Chief Commercial Officer, “This campaign is all about reminding people that with Eurostar, the journey is part of the joy.”
With creative credits spanning teams in London and Paris, including artwork production by King Henry and direction from adam&eveStudios, “Reasons to Eurostar” is being hailed as one of 2025’s most inventive travel campaigns.
