Trains of the New Generation by Slovenske železnice – Potniški promet creatively portrays adult passengers as children, utilising a nostalgic angle to suggest that train journeys are more than transportation and can evoke great feelings of joy and wonder. The judges found this portrayal to be a highly creative and memorable twist that brought a unique charm to the ads and helped drive a notable 10% increase in passenger numbers.

The campaign invites all ages to reconnect with travel’s pure delight while highlighting the new-generation trains as a modern, memorable way to explore Slovenia.