TBWA\Paris Heads to the Beach for SNCF's New Campaign

TBWA\Paris' new commercial is about the persistent perception between French people and SNCF, the French railways, that travelling by train is very expensive. That small prices are always for others, that SNCF does nothing to promote affordable trains.

This is a real bone of contention between French people and SNCF, as shown in the latest survey conducted by SNCF (71% of the respondents think that SNCF prices are too expensive)

And yet, no other company in France offer such small prices that let people travel.

The choice of the TV media permits the guarantee of a global exposition while offering a dimension of emotion and humanity. The idea of multiplication reveals, in a creative and spectacular way, the number of people who travel every year thanks to the SNCF small prices.

The emotion and the humanity produced in the film permit to show SNCF as the brand of one and all. Close to families, young and seniors, to all social classes and millions of people.