Title	SNCF - HEXAGONAL
Brand	SNCF
Product/Service	BRANDING
Category	A03. Travel, Leisure, Retail, Restaurants & Fast Food Chains
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

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

View Script

Write a short summary of what happens in the radio or audio work.

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. To proclaim with pride and humility all the commitment and the attachment SNCF has towards the French, we chose a Frenchman: Gael Faye, a slam poet known as very agile with words and emotions.

Translation. Provide a full English translation of any audio.

Creative and inventive, Great artists, Great feminists, Loudmouths, Big hearts, But especially fabulous complainers. Pompous at times, Marching with passion, And full of enthusiasm, But romantic, like a young Apollinaire. Elegant like no other, equipped with the best of devices, Dressed with style, and cat walking in the Grand Palais. But always ready to walk for equality To declare rights for all men For all women, and our little ones. Humanist to the tip of our toes Human to the depth of our souls, The sound of crickets in our ears The taste of ocean on our lips All sorts of cheeses in our mouths and in between our teeth, We live, we cry, we laugh From the six corners of the country we breathe the same wind. Often too pessimistic, facing adversity or facing opponents, but we should not be, simply look at our past. Mother earth supporters, In love with nature with our forests, our fields, our seas, Blue, white, red, but every day a bit more green. We are not static; we are dynamic, Let’s admit it: sometimes we arrive late, But we are never latecomers, we are avant-garde. We are not uptight; we have unmatched humour. We are not cynical; we are just a little paradoxical. We are not square... we are hexagonal.

Cultural / Context information for the jury

The 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 and at these means, there is always a risk of a disconnection between the SNCF and the people it serves, because 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.