Ogilvy and Deutsche Bahn - One Team. For the Climate.
Instead of solely focusing on Deutsche Bahn sustainability efforts, the campaign shifts the narrative to consumerse�framing them as active participants in climate action. It makes eco-friendly travel feel like a team effort, fostering a sense of responsibility and community.
The campaign standout feature is its emotional storytelling, showcasing real-life environmental impact and encouraging people to make a conscious choice for sustainability. It combines powerful messaging with visuals of scenic train journeys and reduced carbon footprints.
- Eco-conscious Travelers e� People who prioritize sustainable travel options.
- Commuters & Business Travelers e� Those seeking efficient, low-emission alternatives to cars and flights.
- Younger Generations (Gen Z & Millennials) e� Audiences driv
TARGET AUDIENCE
About the
Campaign -
Instead of solely focusing on Deutsche Bahn sustainability efforts, the campaign shifts the narrative to consumerse�framing them as active participants in climate action. It makes eco-friendly travel feel like a team effort, fostering a sense of responsibility and community.
Core Theme of the Campaign -
1. Sustainability as a Shared Mission e� Highlights that both Deutsche Bahn and passengers contribute to climate protection together.
2. Encourages Green Travel Choices e� Reinforces that choosing trains over cars and flights can significantly cut carbon emissions.
3. Emotional & Engaging Storytelling e� Uses real-world examples, statistics, and inspiring visuals to connect with audiences.
4. Focus on Impact & Data e� Showcases tangible environmental benefits of train travel, such as CO₂ savings compared to other transport methods.
5. Appeals to Climate-Conscious Consumers e� Targets those who actively seek ways to reduce their carbon footprint.
6. Strong Visual Identity e� Features breathtaking landscapes, modern trains, and everyday travelers making a difference.
7. Aligns with Global Climate Goals e� Positions Deutsche Bahn as a leader in sustainable mobility, aligning with broader green initiatives.
8. Call to Action for Travelers e� Encourages people to take part in climate action simply by choosing trains for their journeys.