SNCF Film, Digital 2:38 A.M. by TBWA Paris

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2:38 A.M.

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Industry Railways, Public awareness
Media Film, Digital, Interactive & Mobile
Market France
Agency TBWA Paris
Creative Director Benjamin Marchal, Faustin Claverie
Production ELSE Paris
Released April 2018

Credits & Description

Category: Transport
Media: Film
Brand: SNCF
Agency: TBWA
Geo: France
Agency: TBWA\Paris
Advertiser Managers: Marc Berthod, Matthieu Béjot, Virginie Vacheron, Julie Pla
Agency Managers: Brice Garçon, Patricia Zaharescu, Maurane Pauli
Creative Directors: Benjamin Marchal, Faustin Claverie
Creative Personnel: Lena Monceau et Julia Deshayes
TV producer: Emilie Prudhomme
VR directors: Vincent & Benjamin Ravalec
Production company: TBWA\Else
CEO: Maxime Boiron
Producer: Jennifer Bauche
Post production: Élise Gamboa
Sound Production: Fabrice Pouvreau
Head of DAN Paris digital group: Othmane Aïdh
DAN Paris creative lead: Nicolas Barres
DAN Paris developpers: Sidney Bourgalle, Kamal Zitouni, Yannis Jonckheere, Thomas Van Glabeke
Sound Production: TBWA\Else
Sound and Ambience : Fabrice Pouvreau, Alexis Venot
Published: April 2018
“Unauthorized” trespassing onto rail lines is one of the major causes of death throughout the railway network.
Together with TBWA\Paris, SNCF Réseau is launching a new youth educational campaign on the risks related to trespassing on train tracks.
The goal is to raise awareness among high schoolers and curb dangerous behavior.
A virtual reality film takes us into a nightmare, one that relives the witnessing of a railway accident night after night, at the exact same time. The film’s immersive format and aesthetic treatment that harks back to science fiction/thriller films, allow it to deliver the impactful message: “Don’t become somebody’s nightmare”.
The SNCF group is especially invested in prevention for young people through its network of stakeholders in schools. SNCF Réseau wants to use this efficient structure to launch this new railway risk prevention campaign aimed at high schoolers. It will be supported by a national tour of French high schools. A truck decorated as the set of the main character’s bedroom will greet high schoolers. There, they will be able to watch the film with a virtual reality headset. SNCF agents will also be on board to deliver an additional educational prevention message.
The film, produced by TBWA\Else, can be seen on the website and is rounded out by digital educational content: interviews and witness accounts.