ABOUT

Trainline challenged us with a simple but powerful brief: create a big idea that would generate buzz around their "I Came By Train" partnership with Glastonbury - and get people to swap the car for the train as their festival mode of transport.
But there was a problem. For festival-goers, the inconvenience of taking the train outweighed the environmental benefit. Driving still felt like the obvious choice.
We needed to change the narrative.
Our insight came from Glastonbury itself. The festival’s true magic lies in its ability to bring people together. The spirit is collective, not individual - and collective effort will always outweigh what we do alone.
So we made a creative leap. We shifted the message from "I came by train" to "We came by train." A rallying cry that harnessed the power of the collective and invited people to join a movement.
To bring it to life, we built a grassroots campaign that tapped into the communities and fanbases of Glastonbury artists.
We turned those artists into spokespeople for the movement, inviting them to call on their fans directly through original content on their own social channels.
This allowed us to reach diverse fanbases across the country, uniting them around one simple cause: get the train to Glastonbury in the name of saving our planet.
The results speak for themselves. The pledge page saw a 148% uplift in visits and sign-ups. Engagement with artist posts hit an average of 5.21% - that’s 173% over target.
The PR impact was huge, generating 590 million earned media impressions, worth £4.5 million in media value.
Coverage spanned over 40 national outlets, from the BBC and ITV to NME, Time Out, The Telegraph and more.
In total, the campaign delivered over 2,000 pieces of media coverage. And the more artists posted, the more fans engaged.
We set out to generate buzz, but what we created was bigger than that.
We created a movement. A proof point that when we act together, we can make a real difference.