Lumo: Flight Shame by Mother

In its first ad since winning the account, creative agency Mother has highlighted travel company Lumo's sustainability efforts.

Dubbed as ‘the new way to travel’, Lumo’s all-electric trains are positioned as an effective way to get up and down the country for eco-conscious travelers. In its debut campaign, the organization leans into the concept of ‘flight shame’, and with a big dose of humor, it aims to get more people ditching planes for more sustainable modes of transport.

Directed by Tim McNaughton of The Bobbsey Twins, the film follows Jen who is consumed by flight shame from her London to Edinburgh trip. To offset the guilt, she decides to try and reduce her carbon footprint in extravagant ways like turning her home into a plant sanctuary, giving up washing, trading her car in for a donkey, going completely off the grid and moving to what she thought was a commune.