NMBS 2024 / Jef Boes, Director & Photographer

Together with Ila, I created 44 situations in and around the train to illustrate the fun things you can do while travelling on the Belgian railroads. 40+ social film and photo’s all shot on a riding train from Ostend to Eupen and back over a period of 6 days straight.

TBWA and NMBS make ‘train time’ your time
Life is a “rat race.” A lot is asked of us and a day has only 24 hours. A little time for yourself is needed more than ever. To take a moment to recharge the batteries. By reading a book or watching a series. By listening to music or discovering a podcast. By chilling out a bit, meditating or scrolling on your socials. Or by just finishing up some administrative paperwork. Because honestly, those moments are not always easy to find.

Fortunately, there is a solution; “train time.” That’s the time you create by taking the train. That half hour or hour on the road. That moment for yourself while you’re on your way to your destination.

Because taking the train, that’s arriving at work relaxed. Because you can look ahead during your train ride. Or just look back. And there are so many other things you can do … that are almost unthinkable elsewhere.

That’s why taking a train pass is a great way to rediscover your inner peace. And that’s what this me-time train campaign shows.