TGV (french fast train): Frog

In September, SNCF has set up one of the biggest vivarium in Europe to promote
the smallest TGV prices and installed it in Paris Gare de Lyon station for the occasion.
A disruptive price campaign.
These TGV micro-prices have been staged in a microscopic word surrounded by
more than 500 insects, filmed in order to produce surprising images.
Thanks to an interactive disposal – including a camera with a powerful zoom
actionable with a joystick – in Gare de Lyon travelers have been able to watch
ladybugs, giant stick insects, cetonids or beetles evolve around micro prices labels.
This living ecosystem was used as a base for the production of a set of a national
advertising campaign formats: billboards (4x3 and bus-shelter), digital display, POS,
radio ads, banners, 30 seconds film, and also a shooting of the event broadcasted on YouTube and on the social networks.

Agency: TBWAPARIS
Account Management: Olivier Reinsbach , Agnès Ogier, Delphine Nathan,
Catherine Guillaume, Charlotte Taieb, Isabelle
Lemoine, Domitille du Bot, Valérie Celma,
Bérengère D’Halluin, Géraldine Vovor
Advertising Management: Luc Bourgery, Stéphanie Chevallier, Patricia Zaharescu,
Theo Lima, Vincent Borreda, Raja Kadi
Creative Directors: Franck Botbol, Hugues Cholez, Marianne Fonferrier
Art Director: Nicolas Dutartre
Copy Writer: Fabien Duval, Gilles Suprin
Event: Napoleon (Fabien Demaria)
Production House: Caporal (Cedric Barus)
Director: Jérôme Raynaud