“Unauthorized” trespassing onto rail lines is one of the major causes of death throughout the railway network. And yet, high schoolers keep doing it. SNCF Réseau needed the dangerous behaviour to stop and asked TBWA\Paris to create the educational campaign that would make teens realise that the danger is real.
So TBWA\Paris gave them a terrifying “thriller”. An experience just like real danger. A virtual reality experience of running over someone with a train. TBWA\Paris created the experience based on a real train driver’s recurring nightmare, which has been triggered by his killing someone with his train. Don’t become someone else’ nightmare, the film warns.
SNCF Réseau then used its network of stakeholders in schools to take the experience on tour throughout French high schools. TBWA fitted out a truck to mimic the main character’s bedroom to accentuate the nightmare experience. High schoolers watch the film with a virtual reality headset and SNCF agents follow up, delivering an additional educational prevention message.
The film, produced by TBWA\Else, can also be seen on the www.02h38.fr website and is supported with interviews and witness accounts. The innovative website uses WebGL technology and a cutting-edge 3D environment to support virtual reality directly from its browser allows viewers to “live” the experience online, from a computer or with a smartphone and a virtual reality headset. It took two months of R&D to match the results that until now, could only be provided by professional headsets (Oculus and HTC Vive).
Creative Directors: Benjamin Marchal & Faustin Claverie
Creatives: Lena Monceau & Julia Deshayes
Agency Managers: Brice Garçon, Patricia Zaharescu & Maurane Pauli
Virtual reality film & video content:
Production company: TBWA\Else
CEO: Maxime Boiron
TV producer: Emilie Prudhomme
VR directors: Vincent & Benjamin Ravalec
Producer: Jennifer Bauche
Post production: Élise Gamboa
Sound Production: Fabrice Pouvreau
Head of DAN Paris digital group: Othmane Aïdh
DAN Paris creative lead: Nicolas Barres
DAN Paris developpers: Sidney Bourgalle, Kamal Zitouni, Yannis Jonckheere & Thomas Van Glabeke
Sound Production: TBWA\Else
Sound and Ambience: Fabrice Pouvreau & Alexis Venot
Client: SNCF Réseau
Advertiser Managers: Marc Berthod, Matthieu Béjot, Virginie Vacheron & Julie Pla