In 2022 Trainline had an idea, with the revelation that train travel is 67% less polluting than cars, there could be a movement that grew the train travel category by driving pride in the choice to swap a journey from car or plane to rail.
I came by train is a campaign and a movement to encourage us all to swap a journey to rail and massively reduce the carbon impact from our travel.
Created by agency partner Mother London I came by train launched with OOH murals, projections, and it’s own epic anthem ‘Better Days’ by Craig David.
My role as creative lead at Trainline was assisting with creative direction in the development of the campaign, and pulling it through the line and expanding the visual identity for a web, social, industry events, and a government white paper.
After the launch, my creative partner and I were briefed on continuation activity and activations, coming up with a fun narrative for a Metro wrap on World Car Free Day - speculating on the hopes and dreams of prehistoric plankton:
Press insert -World Car Free Day 2023
An OOH take-over of Manchester Piccadilly Station targeting a key UK commuter route, framing every passenger as a climate hero for taking the train - even if you eat smelly foods or break the peace of the quiet carriage:
And finally, I just really liked the imagery I made for these slides.
