Creative Gallery on Sustainability Communications

 

 
"The Ecological Bus Lane / Rivoli" For RATP
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Description / Synopsis

The ad shows a bus lane covered with grass. People are waiting at the bus stop. The bus lane is now perceived as a grass alley.

Original Description / Synopsis

La pub montre un couloir de bus recouvert d'herbe. Les gens attendent à l'arrêt. Le couloir de bus est maintenant perçu comme une allée pleine d'herbe.

Context

The Metro and bus system in Paris is a public service. Parisians think that the service is poor and that nothing is done to improve it. They have a negative image of the brand regarding taking the client into account.

Original Context

A Paris, le métro et le système de bus est un service public. Les parisiens pensent qu'il s'agit d'un service pauvre et que rien n'est fait pour l'améliorer. Ils ont une image négative de la marque RATP.

Philosophy/Solution

With this new campaign the agency shows the efforts the RATP does for its clients. Now, we are showing what RATP is all about : constant improvement of its service to better serve its clients. On this particular ad, we show that the RATP regarding environnement is very competitive as all most all of its buses are now ecological. This to reduce pollution levels in the city...

Original Philosophy/Solution

Avec cette nouvelle campagne, l'agence démontre les efforts que fait la RATP pour ses clients: amélioration constante du service pour ses clients. Dans cette pub particulière, nous montrons que la RATP est très compétitive vis-à-vis de l'environnement parce que la plupart de ses bus sont écologiques, ceci, pour réduire les niveaux de pollutions dans la ville...

Title"The Ecological Bus Lane / Rivoli"
Original Title"Le couloir de bus écologique / Rivoli"
AgencyFCB Paris
CityClichy
AdvertiserRATP
Brand NameRATP
Product NameMass Transit
Original Product NameTransports publics
Sustainability Themes Climate Change & Atmosphere, Transport
Date of First Publication 26/04/2004
Country of ProductionFrance
LanguageFrench
TypePoster
TaglineIn 2004, 97% of our buses are ecological
Original TaglineEn 2004, 97% des bus écologiques
Awards -Mondial de la Pub des Pays Francophones, 2004 (Poster campaign Mondial) for Mondial by medias - Poster
-Top Com Corporate Business, 2005 (Grand Prix) for Communication Strategy: Corporate BtoB
   
Account Director: Gabrielle Chêne
Account Executive: Luc Bourgery
Account Manager: Gisèle Doublet ,  Cathy Jarno
Advertising Manager: Gilles Alligner ,  Ludovic Bajard ,  Nadine Nemecek
Art Director: Nicolas Denis ,  Francis Deligt
Copywriter: Eric Lavenac
Creative Director: Thierry Chantier
Executive Creative Director: Thomas Stern
Photographer: Marc Gouby