Written by Kianna Best on Oct 25, 2022. Posted in Production News

Craig David takes an ecological journey with Trainline

Trainline’s newest campaign music video takes a vibrant and animated adventure with Craig David and Mother Nature, all on the train. The visuals accompany a song by David entitled Better Days (I Came by Train).  Directed and produced by Golden Wolf through stink, the music video features painterly style graphics and a much needed message around the sustainability of our travel methods.

 

 

Vice President of brand from Trainline, Jo McClintock said: “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. At trainline, we think it’s important to make train travel more attractive and grow the rail industry, getting more people to choose to travel by train more, no matter where they book their journey. With I Came by Train, our ambition is to inspire better choices for our planet and turn this phrase into a brag for when people reach their destination.”

 

 

“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 encourage apathy and inaction,” added Omar El-Gammal, strategy director at Mother. “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 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'.”

 

 

As David catches glimpse of a beautiful woman along his journey, the audience bears witness to a series of missed opportunities between the awe-struck gentleman and this mysterious woman, who turns out to be Mother Nature herself. With the suave reputation of the artist, the creatives a Golden Wolf  paint a picture of a sort of love story, on the surface, between a man and woman, but at the heart of it, between humanity and a more environmentally sustainable future.

 

 

Founder and executive creative director Ingri Erlingson, and creative director Ewen Stenhouse of Golden Wolf, joined forces with advertising agency Mother to bring an otherworldly train journey to life. Inspired by the animation styles of Studio Ghibli, but still wanting to bring their own flare, the creative duo, alongside Craig David’s seductive R&B vocals, made sustainable travel a magical experience.

 

 

Along with the music video campaign, Trainline have created a stand alone website that is packed with information on how to use the train to save money and save the environment.

 

Images courtesy of Golden Wolf