Railway trespassing becomes a VR horror game in this train safety campaign
Experience by TBWA/Paris for SNCF recreates the nightmare of a train driver who struck a teenager
By Alexandra Jardine. Published on Apr 12, 2018
Editor's Pick
Six years on from Dumb Ways to Die, the acclaimed Australian campaign designed to stop kids from trespassing on railways, rail networks are still trying to come up with ways to get those kids' attention.
The latest effort comes from SNCF, the French railways operator, which has turned to virtual reality and the horror genre in its bid to target a teenage audience. Agency TBWA/Paris has brought to life a nightmare suffered by a real-life train driver who struck a teenager with his train, and created a scary VR experience around it, named "02.38" after the time the accident occurred. The tagline is "Don't become someone else's nightmare."
The experience will go on a national tour of French high schools, where a truck decorated as the set of the main character's bedroom will greet high schoolers. There, they will be able to watch the film with a VR headset. SNCF agents will also be on board to deliver an additional educational prevention message.
The film, produced by TBWA/Else, can also be seen on the www.02h38.fr website together with digital educational content such as interviews and witness accounts. It allows people to experience the project using a VR headset and either a computer or mobile.
Rate this Ad
You must be registered to rate this ad.
Please Login or Register Now
About
Credits
- Date
- Apr 12, 2018
- Agency:
- TBWA/Paris
- Client:
- SNCF
- Advertiser Manager:
- Marc Berthod
- Advertiser Manager:
- Matthieu Béjot
- Advertiser Manager:
- Virginie Vacheron
- Advertiser Manager:
- Julie Pla
- Agency Manager:
- Brice Garçon
- Agency Manager:
- Patricia Zaharescu
- Agency Manager:
- Maurane Pauli
- Creative Director:
- Benjamin Marchal
- Creative Director:
- Faustin Claverie
- Creative Personnel:
- Lena Monceau
- Creative Personnel:
- Julia Deshayes
- TV Producer:
- Emilie Prudhomme
- VR Director:
- Vincent Ravalec
- VR Director:
- Benjamin Ravalec
- Production Company:
- TBWA/ELSE
- CEO:
- Maxime Boiron
- 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 Developper:
- Sidney Bourgalle
- DAN Paris Developper:
- Kamal Zitouni
- DAN Paris Developper:
- Yannis Jonckheere
- DAN Paris Developper:
- Thomas Van Glabeke
- Sound Production:
- TBWA/ELSE
- Sound and Ambience:
- Fabrice Pouvreau
- Sound and Ambience:
- Alexis Venot
Need a credit fix? Contact the Creativity Editors