Noma Bar for Eurostar : A Masterclass in Negative Space Illustration

Noma BarBranding and AdvertisingConceptual
Written By Dutch Uncle

Experience the genius of Noma Bar’s Eurostar campaign. A masterclass in negative space and minimalist illustration, these iconic ads demonstrate the power of conceptual graphic art.

View the case study below and explore Noma Bar’s full portfolio here: dutchuncle.co.uk/noma-bar

In a bold move to shift travel habits, Eurostar has teamed up with world-renowned illustrator Noma Barand top UK agency adam&eveDDB to unveil its new 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.

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. Each execution tells a little story about why train travel is better.”

  • Paula Hochberg, Creative Director at adam&eveDDB.

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 “Reasons to Eurostar” is being hailed as one of 2025’s most inventive travel campaigns.

Commissioning Noma Bar

For global campaign inquiries or to view the latest masterworks in negative space, visit Noma Bar’s Portfolio or contact the Dutch Uncle team.

Dutch Uncle

Dutch Uncle is an award-winning international illustration and animation agency founded in 2006 by Helen Cowley. With offices in London, New York, and Tokyo, we operate across every major timezone, connecting the world's most ambitious brands with exceptional global creative talent.

Over nearly two decades, Dutch Uncle have built one of the most decorated artist rosters in the industry. Our artists have produced Gold Clio and Cannes Lions award-winning work for clients spanning fashion, luxury, fintech, tech, healthcare, and publishing. We have collaborated on prestige illustration and animation projects for global leaders, including Hermès, Burberry, Chanel, Louis Vuitton, and Rimowa, as well as Apple, Google, Mercedes, Netflix, Pfizer, AstraZeneca, The New York Times.

We represent illustrators and animation directors who lead their fields in conceptual thinking, visual intelligence, and craft. Artists whose work cuts through algorithmic sameness to deliver genuine cultural impact.

Beyond our core roster, we also draw on an international network of talent across five continents to meet the scale and complexity of any brief.

Dutch Uncle operates as a full-service creative production partner, managing everything from artist sourcing and briefing through to licensing, copyright, animation production, and final delivery.

We specialise in complex, multi-market projects that demand creative precision and seamless execution. Whether that is a single editorial commission, a suite of high-impact social media assets, or a global animated campaign.

For nearly twenty years, the world's leading agencies, publishers, cultural institutions, and brands have trusted us to bring their most ambitious work to life.

https://www.dutchuncle.co.uk
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