Creativity

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.

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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 Production Manager:
Brice Garçon
Agency Production Manager:
Patricia Zaharescu
Agency Production Manager:
Maurane Pauli
Creative Director:
Benjamin Marchal
Creative Director:
Faustin Claverie
Creative Personnel:
Lena Monceau
Creative Personnel:
Julia Deshayes
TV Producer:
Emilie Prudhomme
Virtual Reality Director:
Vincent Ravalec
Virtual Reality 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

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