Category G07. Corporate Purpose & Social Responsibility
Media Placement ZENITH Paris, FRANCE
Production IC CONTENT Paris, FRANCE
Post Production PRODIGIOUS Paris, FRANCE
Additional Company SNCF Paris, FRANCE
Name Company Position
Marco Venturelli PUBLICIS CONSEIL President overseeing creativity
Mathieu Dubray Publicis Conseil Art Director
Tanguy Gallis Publicis Conseil Copywriter
Maud Robaglia Publicis Conseil Head of art
Chloé Doisneau Publicis Conseil Account Manager
Maho Benotmane Publicis Conseil Account Manager
Tristan de Laval Publicis Conseil Account Manager
Eva Chapiteau Publicis Conseil Strategic Planning
Raphaël Lévy IC Content Producer
Cyril Bettane IC Content Producer

Write a short summary of what happens in the film

The film shows that the railways of the SNCF are not just part of the French landscape, they are at the heart of French people’s lives. In fact, they are so much part of French life that they are a mirror of the French personality. As the film develops, the osmosis becomes clearer and more striking. A real common character a real personality is expressed with its own loveable flaws. Because being French is not about fitting into a mould of culture or religion or ethnicity, it’s about refusing to fit into a mould and being proud to be paradoxical- poetic and pragmatic, traditional and avant-garde, this can be as glorious as it can be inconvenient.

Please tell us how the brand purpose inspired the work

SNCF covers the hexagonal shape of France, it covers all six corners of the country. SNCF believes it is at the beating heart of society because it makes mobility both sustainable and accessible. This campaign launches the brand purpose. It puts mobility at the centre of the transformations of society, it is a public good with the investment of every citizen, village and Government institution. The brand purpose articulates the commitments of the brand in three pillars (sustainability, inclusion, shared growth) that are elevated in the film. But it is not a grandstanding political message, it is intimate and personal, it is part of lives. It inspires us to represent all French people, in their magnificent diversity. The brand purpose is also embodied in an incredibly simple brand signature appearing at the end of the film (“For all of us”).