THE BRIEF
To create a behavioural change and accelerate the nations green goals by advocating for train travel.
THE STATS
Travelling by train is a massive 67% less polluting than travelling by car.
If everyone swaps one car journey to rail each year, we’ll stay on track for our net zero goals.
THE IDEA
We kept it simple. A rallying cry to get more bums on seats, making everyone a climate hero, just by sitting on their arse. Glorious.
A recycled ad full rooted in humour, churn and distinctive Britishness voiced by Asim Chaudhry who urges the public to use their ‘glorious round things’ to save the planet.
THE SOCIALS
Creators amplified Asim’s rallying cry for a greener future and embedding the movement into culture.
A crew of ‘ambASSadors stitched the manifesto to their own content for authentic and shareable executions.