Strengthen the perception of German Rail as the most climate friendly mobility concept within an environmentally conscious target group.

This group puts effort into climate-first practices, choosing sustainable products but opt for unsustainable travel like driving or flying. From these products’ perspectives, we communicate that green mobility is also part of a green lifestyle.

In the three films, a 100% vegan backpack, a take-away coffee cup with integrated flower seeds, and the world's most sustainable baby explain what they all do for the environment, the climate, and our planet. They each tell their stories with passion and a deep conviction of how they truly are saving the world.

But the euphoria quickly turns into resigned frustration as soon as they realize that their outstanding eco-balance is ruined because they are travelling in a car or plane, emitting tons of CO2.

The message from German Rail:

If you want to be green, travel by train.

As the campaign is still running final overall results are still inconclusive. However, since the launch of the campaign, it's worth mentioning that there has already been a notable increase in ticket sales for German Rail among our target audience. Additionally, there has also been an increased interest reflected in website visits and a positive shift in sentiment.