When you’re twenty, you’re a master of economy. You nick glasses from bars, load up on ketchup packets each time you went to McDonald’s and forage endlessly for change so you could gas up your car. Your creativity soars when confronted by not having a washing machine (the bath does double-duty) or a stove (the iron becomes a cheese melter).
And you’re ruled by wanderlust. This twenty-year-olds need has a ready-made option. Ouigo is France’s low-cost high-speed train service.
Rosapark’s film to let young people know is human humour at its absolute best – funny and eminently realistic. It was directed by young director, Alice Moitié, who has already been picked up by Iconoclast Image for her talents as a photographer and by Standard for her work as a video director. This is her first advertising film for Ouigo and Rosapark.
The music, Hier Encore by Charles Aznavour, was chosen to give the film a poetic ambience, a touch of nostalgia, and, above all, is a transgenerational ode to youth. “Because you can be listed as 40 on a passport but be 20 in your head. There is no age to take a Ouigo,” Rosapark noted.
The film’s objective is to make choosing Ouigo first choice for the younger audience, who make up 40% of customers, and to reinforce the brand’s positioning, to give as many people as possible the power to travel.
The film launched May 16 on the brand’s social networks, Facebook, Instagram, in truview on YouTube, and in first view on Twitter with the hashtag #JeSuisUnGénieQuand (#II’m a genius when), where users can share their crafty cost-saving measures. An influencer campaign will also be led in order to reach this core target.
Co-founders: Gilles Fichteberg, Jean-François Sacco & Jean-Patrick Chiquiar
Creative Directors: Jean-François Sacco, Gilles Fichteberg
Art Director: Julien Saurin
Copywriter: Nicolas Gadesaude
Managing Director: Delphine Drutel
Managing Director & Strategy Planning Director: Sacha Lacroix
Account Director: Lucile Wissocq
Account Manager: Ilana Descourtieux
Social Media Managers: Cassandre Geron & Thibaut Thureau
TV Producer: Elodie Jonquille
PR: Mélanie Colleou
Production Company: Standard
Director: Alice Moitié
Producer: Julie Matthieu
Production Director: Justine Sautrey
1st Assistant Director: Mohamed Elarche
DOP: Marco Graziaplena
Set Design: Lucie Libotte
Stylist: Clelia Cazals
Post-Production Image: Poster
Editing: Sophie Reine
Sound Production: Grabuge
Chief Executive Officer: Stéphane Rapebach
Marketing, E-commerce and Communications Director: Najoua Ben Jemaa
External Brand and Communications Director: Juliette De Beaupuis Daumas
External Communications Manager: Lisa Mangin
Social Media Manager: Alexis Toutain