OUIGO, SNCF's low-cost train network in France, launched a new communication campaign promoting more sustainable mobility. ROSA PARIS created a campaign that echoes the daily lives of the French, who are currently facing increasing consumption constraints.
For the past ten years, OUIGO has never stopped taking on new challenges to meet the mobility needs of the French people, from lowering prices to expanding its network.
This year, OUIGO advocates for greener mobility by reminding us of the train's environmental benefits. Without pointing fingers or assigning blame, OUIGO addresses our responsibility to be an actor for tomorrow from an empathetic perspective, using light-hearted humor in a discourse consistent with its brand DNA. The three twenty-second films in the campaign begin with intriguing scenes from everyday life that have been carefully crafted to engage the audience through bright colors and engaging sounds. Each concludes with the unexpected twist of taking an OUIGO, which is linked to the tagline.
"Going green without even trying"
It is no longer enough for most people to raise environmental awareness; it is time to act. However, reconciling our motivation to do so with our wants and budget can be difficult. OUIGO recognizes this and considers its innovative approach to making going green simple and accessible a key component of its value proposition.
Because there is nothing more satisfying than being able to go green without having to make sacrifices or change our daily habits, the brand is emphasizing all of the small everyday gestures we make without even realizing their environmental impact: consuming less water by showering together, saving electricity by unplugging consoles that kids spend way too much time in front of anyway, reducing air pollution when our scooters break down...
OUIGO recognizes that taking the train is a cost-effective option rather than a conscious effort to reduce CO2 emissions. Taking an OUIGO lowers CO2 emissions by 96% compared to driving while also saving money and allowing for the enjoyment of travel.
In the long run, it doesn't matter whether we go green consciously or unconsciously; the end result is the same: we have a positive impact on the planet.
Managing Director: Jérôme Laffon
Marketing Director: Maxime Legrand
Brand Manager: Laetitia Noel
Social Media Brand Manager : Blandine Blanchard
Co-founders : Jean-Patrick Chiquiar, Gilles Fichteberg, Jean-François Sacco
Vice President : Delphine Drutel
Creative Directors: Nicolas Gadesaude, Julien Saurin
Copywriters: William Verdel, Sébastien Mertens
Artistic Directors: William Verdel, Sébastien Mertens
Advising Director: Camille Courant
Client Director: Léa Marchal
Account Director: Briac Mauny
Strategic Planner: Valentin Lefebvre
Head of Production: Elodie Jonquille
TV Producer: Héloise Duquenoy
Head of Social Media: Ségolène Varloud
Social Media Manager: Léo Richard
Communications Director: Lauren Weber
Director: Guy de la Palme
Producer: Hadrien Penavaire
Production Director : Laetitia Snaoui
Sound Production : Schmooze
Post-Production : Reepost