| Title | SNCF - HEXAGONAL |
| Brand | SNCF |
| Product/Service | BRANDING |
| Category |
B01. Editing |
|
Entrant
|
PUBLICIS CONSEIL Paris, FRANCE
|
|
Idea Creation
|
PUBLICIS CONSEIL Paris, FRANCE
|
|
Media Placement
|
ZENITH Paris, FRANCE
|
|
Production
|
IC CONTENT Paris, FRANCE
|
|
Post Production
|
PRODIGIOUS Paris, FRANCE
|
|
Additional Company
|
SNCF Paris, FRANCE
|
Credits
| 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.
Cultural / Context information for the jury
SNCF is the national railway company since 1938. It has not just kept French people moving, it has been keeping French society moving, making travel accessible, but also being the institution at the vanguard of workers rights, fighting for the holidays where people can explore their country, defending the quality of life not just a quality of transport. This role is not without controversy, improvement means delays, defending workers rights means strikes. There is always a risk of a disconnection between the SNCF and the people it serves. However philosophical you might be, waiting on a cold platform for a train is no joie de vivre. In a context where the whole world has been shaken up, SNCF deserves to be a source of stability and progress in France, that attachment needed to be made. In the context of liberalization of rail services, this unique heritage needed to be highlighted.
Tell the jury anything relevant about the edit. Do not name the editor.
We wanted an ultra-realistic image that did not lock us into any specific treatment nor a specific era. We wanted different types of images, from different styles and colours with shots from life to depict this great diversity that makes France. With no filter, as true as possible, we wanted to be anchored in the users’ real life.
That’s why we decided to work with a director that didn’t come from advertising but who cares to depict real life. His casting choice played a key role to meet this ambition. Our director brought all his sensibility and honesty to the film with an agile and raw camera approach. He pictured bright and authentic portraits of SNCF users to showcase all their diversity and portrayed a multicultural France with a collection of different emotions.