Craig David pens track about climate crisis for Trainline ad
The travel ticket app wants people to brag about ditching the car and using the train.
Trainline has partnered with singer-songwriter Craig David on an original track for its ‘I Came By Train’ campaign. Called Better Days, its lyrics aim to raise awareness of the environmental benefits of rail and encourage people to travel by train.
The track features the recognizable vocals of the British R&B singer and is accompanied by an animated video that shows David traveling by train through a series of landscapes. The song is available to download on all major streaming platforms.
Jo McClintock, vice-president of brand at Trainline, said of the campaign: “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 is important to make train travel more attractive and grow the rail industry, getting more people to choose to travel by train more often – no matter where they are booking 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.”
In addition to the music video, the campaign will be amplified further by billboards nationwide and a dedicated website highlighting facts about train travel
The campaign was created by Mother London. Strategy director Omar El-Gammal explained: “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 think that there is little we 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 in making people feel worse about their actions without giving a positive alternative. This campaign gives a hopeful message about the impact a simple behavioral switch can make. In a nutshell, we want to move the debate on from ‘flight shame’ to a more positive ‘train brag’.”