SNCF Voyageurs - "Born to be Wild" - Epic road trip with a Llama (2023) :90 (France)

Rosa Paris and SNCF Voyageurs Show Why Taking the Train Offers More Freedom

Freedom means "road trips", road trips mean the iconic Steppenwolf hard rock song "Born to Be Wild" - but Rosa, Paris has used the song in a different way here, to promote train travel. To make people associate the train with freedom to roam and have adventures, In fact the train is the superiors choice as you'll never have your motorcycle break down, get stuck in traffic jams, and so on. 

Since January 1, 2020, SNCF Voyageurs has reunited all of the SNCF Group's passenger rail transport activities and expertise, for both daily and long-distance trains, with Transilien in Ile-de-France, the regional TER, TGV INOUI, OUIGO, INTERCITES to travel across France and Europe, and its online travel agency SNCF CONNECT. With 15,000 daily trains, 2,500 destinations and 5 million journeys every day, SNCF Voyageurs is now the brand with the most complete and efficient range of train offers on the market. A brand that intends to convince every customer to choose train travel with SNCF Voyageurs. To affirm this ambition, SNCF Voyageurs is starting a new adventure, accompanied by its agency Rosa Paris, with the launch of its first brand film "Born to Be Wild", a timeless ode to freedom. The film launches April 3 across TV, cinemas and digital, just as the warm weather – and the itch to travel - returns.

With 15,000 trains serving 2,500 destinations every day, for SNCF Voyageurs, the train is freedom. 

"With our SNCF Voyageurs brand, which combines our offers and expertise, we wanted to use this first campaign to affirm our conviction that trains are the new freedom, an excellent solution for meeting people’s needs for mobility as much as possible while protecting the planet. It’s also an invitation to everyone to choose travel by train, and a company pledge to serve them with 15,000 trains and 2,500 destinations," says Olivier Reinsbach, Director of Communications for SNCF Voyageurs. 

"We had a threefold creative challenge: to convey the brand’s strength, support its vision, and generate a desire to travel. Using "Born to Be Wild", an iconic song associated with road trips, was, for us, the best way to illustrate this transition from yesterday’s freedom to today, to show the modernity of travelling by train, the joy, the encounters, and the values of sharing and discovery that we associate with travel" adds Delphine Drutel, Vice President of Rosa Paris 

SNCF VOYAGEURS

President : Christophe Fanichet

Communications Director : Olivier Reinsbach

Brand and Prospective Director : Béatrice Godineau

Head of Campaigns : Lisa Mangin
Digital Director : François Vogel

ROSA PARIS

Co-founders : Jean-Patrick Chiquiar, Gilles Fichteberg, Jean-François Sacco

Vice-President : Delphine Drutel
ECD : Jean-François Sacco
Copywriter : Julien Perrard

AD : Julien Saurin

Advising Director :Camille Courant
Client Director : Tanguy Hercouet

Account Manager : Florence Cudian

Strategic Planner : Basile Viault

Head of production & TV producer : Élodie Jonquille

Head of Social Media : Julie Gueulet
Social Media Manager : Elisa Steinmetz
Communications Director : Lauren Weber

BIG PRODUCTION

Director : RÉALITÉ

Producer : Kasia Staniaszek

Director of Production : Nicolas Avram

Sound Production : KOUZ

Post Production : FIRM / FAUBOURG