This French train ad says going green is easier than you think
Ouigo, France’s affordable train network has set off in 2023 with a campaign promoting more sustainable travel.
Created by Rosa Paris, the ad captures the rhythm of French daily life, encouraging citizens to drive down their consumption for the sake of the environment – acknowledging that there is satisfaction in making small, sustainable choices such as consuming less water by showering together, saving electricity by unplugging consoles kids spend too much time in front of anyway, and reducing air pollution when scooters break down.
However, amid the cost-of-living crisis, the spot also recognizes that people will be concerned these choices might hit their wallets harder than usual. Ouigo wants to highlight that sometimes greener choices are actually more cost-effective, and sustainability is accessible to everyone.
“Ouigo, the benchmark for low-cost rail travel in Europe, makes responsible mobility accessible with low prices, whether by TGV or Ouigo classic trains. The choice of saving the planet by traveling doesn’t have to be a financial effort, a constraint, or a commitment,” says Jérôme Laffon, the brand’s managing director.
The spot is also an example of the type of sustainability campaigns we can now expect to see coming out of France, as the government recently updated its anti-greenwashing legislation to include serious penalization for brands overstating their green commitments.
Credits
OUIGO
Managing director: Jérôme Laffon
Marketing director: Maxime Legrand
Brand manager: Laetitia Noel
Social media brand manager: Blandine Blanchard
Rosa Paris
Co-founders: Jean-Patrick Chiquiar, Gilles Fichteberg, Jean-François Sacco
Vice-president: Delphine Drutel
Creative directors: Nicolas Gadesaude, Julien Saurin
Copywriters: William Verdel, Sébastien Mertens
Artistic directors: William Verdel, Sébastien Mertens
Advising director: Camille Courant
Client director: Léa Marchal
Account director: Briac Mauny
Strategic planner: Valentin Lefebvre
Head of production: Elodie Jonquille
TV producer: Héloise Duquenoy
Head of social media: Ségolène Varloud
Social media manager: Léo Richard
Communications director: Lauren Weber
Eddy
Director: Guy de la Palme
Producer: Hadrien Penavaire
Production director: Laetitia Snaoui
Sound production: Schmooze
Post-production: Reepost