When we got the ‘greener travel’ brief from Virgin Trains and saw the statistics about how environmentally friendly they were compared to planes or cars, we thought how do you do a ‘Green’ brief without being too po-faced or worthy about it all?

SolutionWe started thinking ‘if the environment had a voice, what would it be saying to us about the way we travel in the UK?’ And that led us to create actual characters for different flora and fauna from various parts of the UK including a family of Scouse sheep and a London ‘It girl’ cow. These characters came to life in a series of video ads and two short films. The first of which, an emergency committee sits on the Virgin Trains website and features flora and fauna composing a petition asking the people of Great Britain to reconsider their travel habits. The second film is a more risqué piece called Sex Party that plays out as a news report about how the seasons are playing havoc with nature and it’s mating habits in particular…..The advertising enjoyed 2.5 million unique views and a 70% interaction demonstrating a high level of engagement. 80,000 people watched Emergency Committee on the website and to date, over 550,000 people have seen Sex Party.