In one of the most unexpected creative partnerships this year, Craig David and travel company Trainline have released an official single, Better Days (I Came By Train). It is accompanied by an animated music video that encourages travellers to choose rail for its environmental benefits. According to a press release, the campaign anthem “is inspired by Craig David’s passion for the environment and sheds light on the importance of making more sustainable choices, such as travelling by train, in the form of a heartfelt love song to Mother Nature.” The animated music video shows Craig David as he travels by train through a series of landscapes – some hint at the human impact on the environment. The video is produced and directed by Golden Wolf at Stink, with Mother working on creative across the campaign. Commenting on the upbeat tone of the work, Omar El-Gammal, strategy director at Mother states: “There’s a degree of fatalism when it comes to the climate emergency – most of us, deep down, know the scale of the problem (code red for humanity) so they think that there is little they can do to address it... which encourages apathy and inaction. With I Came By Train, we wanted a more inviting and positive conversation.” Head to the link in our bio to give it a watch. Which unlikely duo would you like to see collaborate next? Image credit: Stills taken from Better Days (I Came By Train) by Craig David Brand: @Trainline Creative: @MotherLondon Production Studio: @StinkFilms Animation studio: @RunWiththeGoldenWolf Digital agency: @BYTE.DEPT ®