Train travel is 67% less polluting than driving, but commuters don't see themselves as climate heroes. Trainline wanted to celebrate it without preaching.
For the I Came By Train movement, we sent TikTok star Troy Hawke to compliment unsuspecting commuters at Manchester Victoria, with ICBT-themed rewards and a string quartet.
Results: 6.9M impressions and nearly 30,000 active engagements across Instagram and TikTok.
- Creative Direction
Concepting - Copywriting
- Creators
Manchester Victoria: Troy Hawke, a string quartet and ICBT-themed rewards for unsuspecting commuters.
ORGANIC SOCIAL - I was Creative Director on Trainline social for 6 months and made some fun bits with the team
Featured work
Bookish/ U/ Google Android/ Lynx: Men in Progress/ Lynx: Bigger Issues/ eBay/ Maltesers