CrossCountry Trains, in collaboration with Global Street Art and McCann Birmingham, has unveiled The Embrace – a striking 14-metre-high mural celebrating connection and creativity in the heart of Leeds.
CrossCountry Trains play a vital role in connecting the country, and the creative concept from McCann was inspired by the insight that Leeds railway station – situated at the heart of the city – serves as a major destination hub for over 34 million passengers each year*. Similarly to how CrossCountry Trains unites people, the large-scale artwork, created by artist Elle Koziupa, captures the spirit of Leeds by uniting the elements that connect the city’s past, present and future.
McCann’s OOH campaign celebrates Leeds’ rich identity by drawing inspiration from the city’s proud heritage. The mural brings together Leeds’ industrial past, cultural vibrancy, sporting achievements, iconic landmarks, and inclusive communities, highlighting how CrossCountry Trains plays a key role in connecting passengers across the city.
Situated on Aire Street, just moments from the station, The Embrace will be on display until Sunday 2nd November, offering a powerful reminder of the city’s role as a place of connection and movement.
David Mullins, Head of Brand, Communications & Digital Strategy, for CrossCountry, comments: “As such an important and popular transport hub, Leeds station and the city itself is the backdrop for many people’s life experiences, memory making and connectivity. We believe the stunning artwork created by Elle tells the story of Leeds, its residents, and visitors, in an engaging way, touching on a range of historical, cultural, sporting, and commercial references that make Leeds what it is. CrossCountry is proud to help bring people together as they make their own personal journeys and this is perfectly encapsulated in The Embrace.”
Barrie Robinson, Creative Managing Partner at McCann Birmingham, adds: “The Embrace is all about celebrating the unique spirit of Leeds – its creativity, culture and connectivity. Our aim was to create an idea that not only stands out visually but also feels deeply rooted in the city’s identity. Working with CrossCountry and Global Street Art allowed us to bring that vision to life in a powerful, meaningful way that resonates with both locals and visitors.”
CREDITS:
Client: CrossCountry Trains
Managing Director: Shiona Rolfe
Customer and Commercial Director: Mark Anderson
Head of Brand, Communications and Digital Strategy: David Mullins
Agency: McCann Birmingham
Managing Director, Advertising: Jo Jacques
Creative Managing Partner: Barrie Robinson
Senior Account Director: Kate Brown
Senior Account Manager: Chloe Jacobs
Project Manager: Hattie Campbell
Art Director: Jonathan Bishop
Strategist: Bradley Cooper
PR Business Director: Laura Westcott
PR Senior Account Director: Louise Fisher
Media Business Director: Adrian Baker
Social Designer: Christina Brunnock
