UIGO, the low-cost offer from France’s state-run railway network SNCF, whose mission is to make high-speed travel available to everyone, is launching an ode to vacation memories and family travel, in a nostalgic film, directed by Ugo Mangin and set to the timeless summer hit "La Lambada".
The smell of the warm, popsicles dripping in the sun, slathering on sunscreen before every swim, even summer homework… So many memories that bring us all back to the same place: family vacations by the sea. For all those who enjoy reminiscing about those cherished family moments, celebrating new friendships forged over a week at the beach, and those first summer loves...
To all those kids who are now parents, OUIGO has a message for you: it’s your turn to create those memories that your children will reminisce about all their lives. Now OUIGO is offering the possibility for them to travel anywhere and everywhere in France for a maximum of 8€. More than a train service, OUIGO offers the everlasting promise of low prices in order to experience big travel and vacation adventures…
To highlight this offer, which benefits young and old alike, OUIGO and its agency ROSAPARK wanted to create a film with an intergenerational, universal message about vacation memories, the aptly-titled «Memories».
With this new film aimed at families, OUIGO takes us to the seaside, with a compilation of memories caught on camera - a camcorder of course - just like you were watching a home movie shot by your parents in the 80s and 90s. Quintessential scenes at the beach, at the campsite and even that first slow dance - both touching and funny, set to “La Lambada”, the ultimate, timeless summer hit, the film is sure to reawaken the fondest of summer memories.
This is the 3rd film in the OUIGO sage that emphasizes the value of OUIGO’s positioning: a brand close to French people that makes travel accessible to everyone. The challenge? To make OUIGO a reflex for families, who often tend to favor car travel over trains.
The film launched May 17th across the brand’s social media - Facebook, Instagram, Twitter and TikTok, as well as on YouTube TrueView. The campaign will be supported through several activations, including a contest inviting users to share their vacation photos on Instagram with the hashtag #OUIGOenVacances
BRAND : OUIGO
Brand Managers : Najoua Ben Jemaa, Xavier Gaudel, Lisa Mangin
CREATIVE AGENCY : ROSAPARK
Co-founders : Jean-Patrick Chiquiar, Gilles Fichteberg et Jean-François Sacco
Creative Directors : Gilles Fichteberg
et Jean-François Sacco
Copywriter : Dimitri Lucas
Artistic Directors : Matthieu Vivinis
Managing Director : Delphine Drutel
Client Director : Camille Passot
Account Manager : Clémence Joly
Social media strategist : Cassandre Geron
TV Production : Stan Bertin
Communication Director : Lauren Weber
PRODUCTION : BIRTH
Director : Ugo Mangin
DOP : Raphaël Vandenbussche
Prod : Arthur Emorine
Production Director : Juliette Gaignault
Post Production : Morgan Mirza
Monteur : Maxime Pozzi-Garcia
Production Son : Grabuge
AGENDE MEDIA : ZÉNITH / PUBLICIS