Title | SNCF - HEXAGONAL |
Brand | SNCF |
Product/Service | BRANDING |
Category |
D01. Local Brand |
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 |
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.
Please tell us about the brand in relation to the locality or market where the product / service is distributed
SNCF is a historical company that is part of the French heritage. It has not just kept French people moving across all the 6 corners of the country, 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. It is a railway model built on universality, territorial accessibility, local growth and social responsibility (inclusion & sustainability).