Creative Gallery on Sustainability Communications


"The Ecological Bus Lane" 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.


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.


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...

Title"The Ecological Bus Lane"
Original Title"Le couloir de bus écologique"
AgencyFCB Paris
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
TaglineIn 2004, 97% of our buses are ecological
Original TaglineEn 2004, 97% des bus écologiques
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