SNCF Connect tasked us with creating a campaign for the opening of train ticket sales for the end-of-year holiday period. While there was no direct competition, the challenge was to build a lasting emotional connection between the brand and the French public. The campaign needed to focus on fostering a sense of unity and belonging, highlighting the role SNCF plays in connecting families during the festive season. It was essential to engage the audience by showing how SNCF is part of their holiday traditions, without directly pushing ticket sales.

During an ODV, the challenge for each traveler is to secure their tickets first to avoid missing out on their holiday plans. Just like in athletics, winning the race depends on getting a good start. SNCF Connect needs to show that it understands the French, is aware of the context, and, by tapping into a cultural reality, demonstrates that it’s there for every traveler. A sports analogy to reinforce the excellence of the service provided by Connect.

A creative tribute to a Sporty Summer 2024. Whether it’s sea, mountain or both, French people are increasingly choosing their destinations based on their physical activity.

It’s also the year of major sporting events, such as Roland Garros, the Tour de France… and this year, between the Euro in June/July, and the Olympic Games in France in July/August, summer is going to be really sporty.