Mixed-media ad developed by Flow Creative urges families to ditch their cars

There's nothing quite so frustrating every summer than sitting in a hot car, stuck on the motorway, while the kids scream, shout and fight for attention (and each other). So Transport for Greater Manchester's new summer TV and cinema campaign urges us to ditch our cars and access all the region offers this summer by public transport instead.

Manchester-based studio Flow Creative is behind the campaign, which features a quirky and characterful mixed-media style and showcases all the summer fun people can access via the Bee Network, a joined-up London-style transport network currently being developed for the region.

The campaign will run for eight weeks over the summer period across local TV, cinema, OOH, and social channels. Combining live-action film and playful animated characters, it represents a bold new look for Transport for Greater Manchester, an executive arm of the Greater Manchester Combined Authority.

Beating the boredom

"The main film follows a real family as they have a fun summer day out in Greater Manchester, all via the Bee Network," says Karl Doran, creative director at Flow. "Starting with a scene all families will be familiar with – sitting around a bit bored, kids glued to their devices, the sun shining outside – mum gets frustrated and decides to get the family out for the day. She taps the Bee Network app on her phone, and a world of animated fun and summer magic opens up to them."

"We were delighted to work for the first time with TfGM on this important campaign," he continues. "We've worked very collaboratively with their team and created something new and exciting for the brand."

Most notably, the spot blends live action and animation. This approach is difficult to achieve, but Flow, who's been in the game since 2016, has done it beautifully.

"The mixed-media style is super flexible and allows you to show real people, but also have the humour and joy that animation brings, and for a family-focused campaign, it felt like a perfect fit," explains Karl.

"The illustration style provides art direction for the wider comms campaign too and is a really useful tool for designs for OOH/ social," he adds. "We all love how it's turned out; hopefully, it'll turn into a long-term creative partnership."