#TrackRecord celebrates the beautiful diversity of the accents, people, places and even names for a bread roll along the London to Edinburgh route we created The Track Record.

An audio recording, 'Track Record', in partnership with Edith Bowman, featuring many of the accents and dialects that can be heard in towns, cities and communities along our route.

Edith, who proudly hails from Fife, Scotland, collaborated on the track, which was written and directed by poet Ben Norris. Edith's voice can be heard alongside many local heroes, influencers and LNER staff.

The shoot was authentic to the vision, using real people along the route, taking a full crew on the LNER train, and stopping at key locations to capture the poem in local recording studios with local people.

The resulting film earned LNER recognition as a champion of Britain's East Coast voices, delivering 1.5 M video views, 400% increase in site dwell time and over 150 pieces of coverage.This campaign won 5 awards, including PRWeek, PRCA, EMEA Sabres and PRMoment awards.

Client
LNER

Agency
GOLIN

Creative Direction
Lee Bonnick

Poet
Ben Norris

Production
Fresh Base