Making ‘worthy’ funny: Mother for Lumo and Rosa Paris for Greenweez

Lumo, the all-electric London to Edinburgh train operator, has appointed Mother London after a competitive pitch, and together they have created a new campaign that introduces the concept of ‘flight shame’ as a way to get people to ditch planes for more sustainable modes of transport.

The ad’s star, Jen, is so ashamed of her flights that she offsets her carbon footprint in extravagant ways, from turning her home into a plant sanctuary, giving up washing, trading her car in for a donkey, going completely off grid and moving to what she thought was a commune.

It’s a memorable and entertaining way to make a worthy point.

MAA creative scale: 8

Rosa Paris takes a similarly humorous path for online French organic retailer Greenweez, showing the extremes that being green can lead you to — and then how it’s all unnecessary, thanks to Greenweez.

MAA creative scale: 8

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.