A conventional commercial would explain the advantages of France’s low-cost high-speed train service, TGV OUIGO, in words. It might make you listen. Rosapark has chosen a much more impactful option. The agency’s slow-motion Traffic Jam spot is almost experiential. It is unquestionably relatable and is completed perfectly the moment a fast train whizzes by in the final scene.

The campaign film was preceded by an outdoor activation that began on August 10 on the back of one of 200 trucks on the road between Paris and Lyon, shortly after OUIGO inaugurated its new Paris-Lyon line from city centre to city centre in only two hours. The OOH executions poke fun at drivers stuck in traffic jams playfully, while calling attention to OUIGO’s low prices. The communication campaign also popped up in cars through messages relayed on Waze.

The film, which was directed by Djawid Hakimyar and produced by Partizan, was released on September 10.  It is running on social media (FB, Instagram and YouTube).

Credits

1. Film

Creative Agency : Rosapark 

Co-Founders: Jean-Patrick Chiquiar, Gilles Fichteberg & Jean-François Sacco
Executive Creative Directors: Gilles Fichteberg & Jean-François Sacco
Creative Directors: Julien Saurin & Nicolas Gadesaude
Creatives: Sebastien Mertens & William Verdel
Managing Director: Delphine Drutel
Client Director: Camille Passot
Account Manager: Ilana Descourtieux
Social Media Strategis: Cassandre Geron
Head Of TV Production: Elodie Jonquille
Communications Director: Lauren Weber

Production Company: Partizan 
Director: Djawid Hakimyar 
DoP: Simon Drescher
Producer: Stan Bertin
Director of Production: Maxime Gallet
Post Production: Royal Post & Buf
Sound Production: Schmooze

Media Agency : Zénith Publicis

2. Truck Backs 
  
Creative Agency : Rosapark 
Co-Founders: Jean-Patrick Chiquiar, Gilles Fichteberg & Jean-François Sacco
Executive Creative Directors: Gilles Fichteberg & Jean-François Sacco
Creative Directors: Julien Saurin & Nicolas Gadesaude
Copywriters: Julien Moulin & Marie Puech
Art Directors: Antoine Blondet, Safa Boughida
Managing Director: Delphine Drutel
Client Director: Camille Passot
Account Manager: Ilana Descourtieux
Social Media Strategist : Cassandre Geron
Print Production: Delphine Cotellon
Communications Director: Lauren Weber

Media Agency : Zénith Publicis
Ad Sales: Adriver

Client: Ouigo 
Client Management : Najoua Ben Jemaa, Xavier Gaudel & Lisa Mangin