Train travel is 67% less polluting than driving, but commuters don't see themselves as environmental heroes. They're just people trying to get to work. Trainline needed to celebrate sustainable travel in a way that felt rewarding, not preachy.

So as part of the I Came By Train movement, we partnered with smooth-talking TikTok star Troy Hawke to dish out compliments and ICBT-themed rewards (accompanied by a string quartet naturally) to unsuspecting commuters Climate Heroes at Manchester Victoria station.

6.9 million impressions and nearly 30,000 active engagements across Instagram and TikTok, with a 1.59% engagement rate 💅