Trainline and Dept demonstrate how doing your bit for the environment can be as easy as simply sitting down. The latest iteration of the brand’s ‘I Came by Train’ platform, first developed in 2022, features Asim Chaudhry of ‘People Just Do Nothing’ sitcom fame. Advocating for switching from travelling by car to train to reduce carbon emissions, Chaudhry tells Brits to “get their bums on board”.

The work, created by Dept and directed by Glenn Kitson, encourages eco-conscious travelling by emphasising how the simple and easy act of sitting on a train can make a hugely positive contribution to reducing carbon emissions. At the same time, it delivers an important message with light-hearted humour.

Contrary to scaremongering, the campaign’s novel approach offers agency and positivity to consumers who might be worried about the environment. It outlines a tangible step for consumers to take to do their bit and thwarts the spirit of hopelessness that some may feel about climate change. 

According to Trainline, the single biggest opportunity for the UK to reduce its carbon emissions lies with transport. Travelling by train results in 67% less polluting than travelling by car*, so switching transport methods can help the UK meet its net zero carbon emissions target.

Approaching this important topic, the campaign takes a refreshingly light-hearted approach. In the hero video, Chaudhry begins on a serious note, introducing worries around climate change like the feeling that nothing can be done to save the planet. Then, the tone switches and the visuals change from long shots of nature to a comedic montage of bottoms.

Continuing in the montage style, Chaudhry explains how switching from car to train travel can reduce carbon emissions and help halt climate change. In a line that perfectly sums up the tone of the work, he says, “Crack net zero with that jiggly climate hero, and take a stand, just by sitting down”.

Drawing inspiration from the punk era, a rebellious point in British pop culture, the short film aligns with this particular aesthetic. This nod to the punk era reinforces the narrative of standing up for a cause you care about, whilst the campaign itself emphasises one easy way to do that - travelling by train instead of car.

Speaking on the campaign, Bel Moretti, Creative Director at Dept, said: “It’s not often an individual feels they have the power to make a real difference. So when something as tangible as switching one journey for rail can have an enormous impact, it feels like the right time to challenge the idea that we can’t achieve much by sitting on our bums. Bottoms up climate heroes.”

In the same vein, Emily Webb, Brand lead at Trainline, commented: “At Trainline, it's our job (and one we love doing) to help make green, sustainable choices easy for our customers. Carbon doesn't have to be complicated, and small positive changes can be just that. Small, and positive. Swapping just one journey really can have a massive impact. So, we wanted to celebrate a message that was cheeky and engaging. By putting our 'glorious round things' to good use, we can all contribute to a greener future, one bum at a time”.

The campaign was rolled out across social media (paid and owned) and owned and earned channels, as well as the icamebytrain website. In addition, Trainline is working with some creators to make them ambASSadors for the campaign’s message. 

At a time when making a difference might seem impossible, Trainline and Dept offer audiences a practical and simple action that makes an impact. Packaging this narrative into a light-hearted, cheeky campaign, presented by a well-loved comedic actor, gives some much-needed positivity and relief to consumers.  

*Calculations are based on CO2 / passenger km, comparing an average petrol car, using statistics and conversion factors published in the government’s greenhouse gas reporting conversion factors published on 7 June 2023 and revised on 28 June 2023.