Craig David Promotes Eco-Friendly Train Travel with ‘Better Days (I Came By Train)’

“I wrote this as a reminder that by making one small change, we can have such a big impact on all our relationships and our beautiful planet.”

Travel company, Trainline, has partnered with singer-songwriter Craig David on an original track for its ‘I Came By Train’ campaign called “Better Days” to raise awareness of the environmental benefits of traveling by train.

The campaign aims to raise awareness of the environmental benefits of rail and encourages pride in choosing to travel by train, as recent data revealed cars and planes create 58% of the UK’s transport CO2 emissions, while the entire rail network adds up to just 1.5%., according to the campaign.

According to David: “I wrote this as a reminder that by making one small change, we can have such a big impact on all our relationships and our beautiful planet.”

“The change we need to tackle the climate emergency is only going to happen if businesses do their bit to help people take steps towards more sustainable lifestyles; changing the way we move is a key part of that transition – taking the train instead of driving creates 70% less CO2 on average,” added Jo McClintock, vice president brand at Trainline.

Omar El-Gammal, strategy director at Mother, added, “There’s a degree of fatalism when it comes to the climate emergency – most of us, deep down, know the scale of the problem (code red for humanity) so they think that there is little they can do to address it… which encourages apathy and inaction. With I Came By Train, we wanted a more inviting and positive conversation. Environmental scare tactics have run out of track, there’s little point making people feel worse about their actions without giving a positive alternative. This campaign gives a hopeful message about the impact a simple behavioural switch can make. In a nutshell we want to move the debate on from ‘flight shame’ to a more positive ‘train brag’.”

The video is being supported in OOH which conveys rail’s sustainability credentials, and will appear at key locations across the UK, highlighting the reasons to choose train travel. The collection brings the fact that train travel is 7x less polluting than flying out in the open, with some of the consequences of the climate emergency as headlines.

The campaign is tied together with a dedicated website, packed with facts about switching to train travel and saving on your tickets. In addition, visitors to the site are encouraged to pledge to swap one journey to rail.

Credits

Brand: Trainline
VP Brand: Jo McClintock

Creative: Mother
Strategy: Mother

Production Studio: Stink Films
Executive Producer: Jeremy Smith

Animation Studio: Golden Wolf
Executive Creative Director: Ingi Erlingsson
Managing Director: Dotti Sinnott
Executive Producer: Tan Jones
Creative Director: Ewen Stenhouse
Head of Production: Heidi Stephenson
Art Direction: Dan Burgess
Animation Lead: Stephanie Mercier
Producers: Larissa Miranda & Heidi Stephenson
Production Manager: Lucy Caetano
Production Assistants: Alex Young & Luna Gosling
Storyboard: Stephanie Mercier, Lea Rey-Mauzaize, Esther Cheung,Johnny Cardoso, Markus Gansel, Rebecca Oddy & Ian Chan
Design: Cesar St Martin, Johnny Cardoso, Helena Loundjani, Julian Roels, Maciej Sidorowicz, Simon Demaret, Surendra Rajawat, Tiago Calliari, Ravenel Rieck, Eric Cousin & David Manigault
Animation: Thomas Eide, Eliot Lockwood, Matthew Armitage, Rory Bryne, Natalia Bedrossian, Mila Obelleiro, Reed Wiles, Ian Chan, Theodor Colin, Billy Mpetha & Mrunal Khairnar
FX Animation: Tim Whiting & Kensei Thomas
3D: Tom Purrington, David Calvet, Pierre Clenet
Compositing: Ian Pinder, John Wilkinson, Michael Muller, Stefan Ahmad, Pierre Morin, Karl Fekete, Jo Baaklini & Mathieu Durand

Additional Animation: Club Camping, Rudo
Clean Up: Pudoctupus
Talent Director: Henry Purrington

Digital Agency: BYTE/DEPT®
Lead Creative Planner: Sasha Jackson
Creative Planner: Sophie Lock
Creative Director: Bel Moretti
Head of Design: Liam Thomas
Account Planner: Molly Patrick
Business Director: Melanie Hughes
Lead Senior Producer: Tara Oliver
Production Executive: Viridian Kerr

Production: Rich Power Films
Head of Paid Social: Charlotte Scorer