| Título | The Ecological Bus Lane |
| Título (Lengua original) | Le couloir de bus écologique |
| Agencia |
FCB Paris
|
| Campaña |
We are Going On and On... - RATP
|
| Anunciante |
RATP
|
| Marca |
RATP
|
| Fecha de primera difusión/publicación |
2004 / 4
|
| Producto |
Mass Transit
|
| Producto (Lengua original) | Transports publics
|
| Sector Empresarial | Transportes públicos
|
| Lema | In 2004, 97% of our buses are ecological |
| Lema (Lengua original) | En 2004, 97% des bus écologiques |
| Sinopsis | The ad shows a bus lane covered with grass. People are waiting at the bus stop. The bus lane is now perceived as a grass alley. |
| Filosofía | With this new campaign the agency shows the efforts the RATP does for its clients. Now, we are showing what RATP is all about : constant improvement of its service to better serve its clients. On this particular ad, we show that the RATP regarding environnement is very competitive as all most all of its buses are now ecological. This to reduce pollution levels in the city... |
| Problema | The Metro and bus system in Paris is a public service. Parisians think that the service is poor and that nothing is done to improve it. They have a negative image of the brand regarding taking the client into account. |
| Medio |
Prensa y publicaciones
|
| Mercado | Francia |
| Director ejecutivo de creación |
Thomas Stern
|
| Director creativo |
Thierry Chantier
|
| Director artístico |
Francis de-Ligt
|
| Responsable de conceptos / redactor |
Eric Lavenac
|
| Fotógrafo |
Marc Gouby
|
| Director de cuentas |
Gabrielle Chêne
|
| Ejecutivo de cuentas |
Luc Bourgery
|
| Director de publicidad |
Gilles Alligner
|
| Director de publicidad |
Ludovic Bajard
|
| Director de publicidad |
Nadine Nemecek
|
| Director artístico |
Nicolas Denis
|
| Responsable de cuentas de agencia |
Cathy Jarno
|
| Responsable de cuentas de agencia |
Gisèle Doublet
|
