In September, SNCF has set up one of the biggest vivarium in Europe to promote the smallest TGV prices and installed it in Paris Gare de Lyon station for the occasion.
Thanks to an interactive disposal – including a camera with a powerful zoom actionable with a joystick – in Gare de Lyon travelers have been able to watch ladybugs, giant stick insects, cetonids or beetles evolve around micro prices labels.
This living ecosystem was used as a base for the production of a set of a national advertising campaign formats: billboards (4×3 and bus-shelter), digital display, POS, radio ads, banners, 30 seconds film, and also a shooting of the event broadcasted on YouTube and on the social networks.
Advertising Agency: TBWA\Paris, France
Account Management: Olivier Reinsbach , Agnès Ogier, Delphine Nathan, Catherine Guillaume, Charlotte Taieb, Isabelle Lemoine, Domitille du Bot, Valérie Celma, Bérengère D’Halluin, Géraldine Vovor
Advertising Management: Luc Bourgery, Stéphanie Chevallier, Patricia Zaharescu, Theo Lima, Vincent Borreda, Raja Kadi
Creative Directors: Franck Botbol, Hugues Cholez, Marianne Fonferrier
Art Director: Nicolas Dutartre
Copywriter: Fabien Duval, Gilles Suprin
Event: Napoleon (Fabien Demaria)
Production House: Caporal (Cedric Barus)
Director: Jérôme Raynaud