The Best Work You May Never See: TBWA\Paris Lets Nature Give Thanks To SNCF Train Commuters


Robert Goldrich
Tuesday, Jan. 22, 2019


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Trains give off 30 times less CO2 than individual cars and 20 times less than planes. Based on this fact, TBWA\Paris created a campaign for SNCF--France’s national state-owned railway company--with a simple message: taking the train means being a responsible citizen and doing something for the benefit of the planet.

This centerpiece campaign film, "Fireworks," showcases the successive blooming of a multitude of flowers; a time lapse of over 200 hours of intricate and peaceful footage of nature at its most beautiful.

The shoot saw five images taken of each flower every five seconds, day and night. Overall, 14,000 images were taken per flower and recreated into a time lapse, with over 50 varieties of flowers included.

These flowers are thankful for train commuters in that every day, 5 million choose the train which means 5 million tons less CO2 in the environment, helping flowers to flourish. For a number of years, the SNCF Group has been developing sustainable transport solutions accessible to everyone.

Produced by EDDY and directed by the Caravane duo, the final film airs on TV in a :30 version and in several :15 versions online. A :45 version will be shown in cinemas.


Client SNCF Agency TBWA\Paris  Benjamin Marchal, Faustin Claverie, executive creative directors; Julia Deshayes, Lena Monceau, creative team. Production EDDY.TV Caravane, directors; Maxime Boiron, head of TV; Elisabeth Boitte, TV producer. Jean Francois Bourrel, Gilles Pinaudeau, exec producers; Antoni Gimel-Lecosse, production manager. Stop Motion Studio Stop Motion Manuel Cam Postproduction TBWA\Else Elise Gamboa, head of postproduction. Music Olivier Lefevbre, head of music and sound; Fanny Mithois, music and sound producer.

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