Rail operator CrossCountry Trains has unveiled a 14-metre-high mural in the heart of Leeds to celebrate connection and creativity as part of a new out-of-home campaign.
Crafted in collaboration with creative agency McCann Birmingham and Global Street Art, ‘The Embrace’ the mural showcases how rail can be vital in helping connect people with their loved ones.
The campaign will also look to bring to life Leeds’ rich identity by drawing inspiration from the city’s proud heritage. The mural will aim to bring together Leeds’ industrial past, cultural vibrancy, sporting achievements, iconic landmarks, and inclusive communities.
“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,” said David Mullins, head of brand, comms and digital strategy at CrossCountry.
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“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.”
Situated on Aire Street, a short walk from the station, ‘The Embrace’ will be on display until Sunday 2 November, offering a passers by a “powerful reminder” of the Yorkshire city’s role as a place of connection and movement.
Barrie Robinson, creative managing partner at McCann Birmingham added: “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.”
