Ads We Like: French railway envisions out-of-this-world travel with alien destinations
The latest advertising campaign for Intercités trains takes viewers way beyond France on an intergalactic journey to promote its low prices.
Intercités campaign goes out of this world
The concept behind the fantastical illustrative campaign imagines that Intercités trains can take travelers further than they think, even for just 15€.
The multichannel campaign combines a futuristic fantasy universe with the low-price ticket offer to transport people to another dimension. Four visuals were created to illustrate the Intercitiés destinations. A beach scene finds a couple on the sand as a levitating robot offers gluten-free donuts and a man waterskis behind a spaceship. Another has a group of tourists on a robotic swan-shaped jetboat in the countryside. A third finds two aliens taking in the sights of another planet’s city, and a fourth features a typical train station departure scene but definitely not on earth.
Two illustrators worked on the visuals: Wenyi Geng, who has always been inspired by manga and artists such as Moebius and Matsumoto Taiyou; and Olivier Bonhomme, who works on comic books and does artistic direction for video games and travel diaries.
TBWA\Paris helped refresh the communication for Intercités, a train offer of SNCF, the French railway company that has more than 200 destinations. The campaign will be displayed outdoor, on the radio and online.
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