| Philosophie | SNCF has launched an ad campaign inspired by one of the rail operator's founding principles: ‘To offer everyone the freedom to easily move around while preserving the planet. Trains give off 30 times less CO2 than individual cars and 20 times less than planes. It was building on this insight that inspired TBWA\Paris to create the campaign for SNCF with a simple message: taking the train means being a responsible citizen and doing something for the benefit of the planet. Assuming this position places the passengers at the heart of the message, thanking them, “each day, 5 million of you choose the train which means 5 million tonnes less of CO2 in the environment’’. The film showcases the successive blooming of a multitude of flowers. A picture was taken every five seconds, day and night - a total of 14,000 images per flower - and these were recreated into a time lapse. 50 varieties of flowers and more than 200 hours of shots were necessary for the filming. The video, which was produced by EDDY and directed by Caravane will be aired on TV in a 30-second version and in several 15-second versions online. A 45-second’ version is aired in cinemas. This is the first time that SNCF has spoken out about a theme in which they are particularly involved: the train being the most ecological mode of public transportation. The SNCF Group, for a number of years, has been developing sustainable transport solutions which are accessible to everyone. Committed to transitioning from diesel-powered rail by 2035, to developing stations that are autonomously powered and to fighting against the individual use of cars, SNCF responds to a great hope of all French people: being responsible for the planet. |