SNCF Connect tasked Clutch with creating a campaign to announce the opening of train ticket sales for the post-holiday long weekends. The challenge was not to focus on direct ticket sales, but to suggest inspiring destinations for a getaway right after the New Year, during a period when people are looking for a quick escape. The goal was to offer potential travel experiences that felt easy, exciting, and close to home. The campaign needed to appeal to the audience’s desire for discovery, while still connecting them to SNCF’s services in a way that felt natural and effortless.

Building on the momentum from the ODV Summer 2024 campaign, we saw an opportunity to continue the emotional connection between SNCF Connect and the French people. By focusing on weekend getaways, we could position SNCF as a way to easily explore new places, even just for a few days. The « mirror » concept, symbolizing a portal to new experiences and discoveries, aligned perfectly with the desire for a quick escape after the holidays, making it a compelling and emotionally charged way to inspire travel.

The campaign used the concept of the mirror as a metaphorical portal, inviting people to imagine stepping into a new destination just a click away. We showed individuals at home looking into their mirrors, which transformed into reflections of their dream destinations—places that promised a change of scenery and the excitement of new discoveries. The messaging emphasized how SNCF Connect made it easy to travel across France and find that perfect long weekend escape. With a simple click, the journey became possible, offering a seamless connection to the cities and experiences that people yearned for. The story tapped into the French spirit of exploration, showing that the adventure was right at their doorstep, ready to be discovered with SNCF.