The Drum Awards Festival - Extended Deadline

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By Amy Houston, Senior Reporter

April 6, 2022 | 3 min read

The Drum’s Ad of the Day highlights work that stands head and shoulders above the rest. Today’s winner is Lumo’s ‘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 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, including 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.

“Our trains are one of the most environmentally sustainable ways to travel between the destinations we serve and we’re proud of the investment we’ve made in making this a reality,” said Natalie Jolly, marketing manager at Lumo.

“But being environmentally conscious doesn’t need to always be so serious. We wanted to have some fun with our brand launch campaign, making our potential passengers excited about traveling with Lumo. We can’t wait to see them on board.”


To amplify the campaign there is a series of out-of-home (OOH), social media clips and memes for viewers to enjoy.

“Lumo wants to change the way people view UK long-distance travel,” added Nick Hallbery, creative director at Mother.

“It’s their, and our, belief that traveling by train just makes more sense all round – and in this work we had fun bringing that fact to life.”

From today the project will run in Greater London, Scotland and the North East of England.

Lumo: Flight Shame by Mother

Overall Rating 4/5

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