| Title | The Ecological Bus Lane |
| Title (original language) | Le couloir de bus écologique |
| Agency |
FCB Paris
|
| Campaign |
We are Going On and On... - RATP
|
| Advertiser |
RATP
|
| Brand |
RATP
|
| Date of First Broadcast/Publication |
2004 / 4
|
| Product |
Mass Transit
|
| Product (original language) | Transports publics
|
| Business Sector | Public Transport, Mass Transit
|
| Tagline | In 2004, 97% of our buses are ecological |
| Tagline (original language) | En 2004, 97% des bus écologiques |
| Story | 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. |
| Philosophy | 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... |
| Problem | 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. |
| Media Type |
Print
|
| Market | France |
| Executive Creative Director |
Thomas Stern
|
| Creative Director |
Thierry Chantier
|
| Art Director |
Francis de-Ligt
|
| Copywriter |
Eric Lavenac
|
| Photographer |
Marc Gouby
|
| Account Director |
Gabrielle Chêne
|
| Account Executive |
Luc Bourgery
|
| Advertising Manager |
Gilles Alligner
|
| Advertising Manager |
Ludovic Bajard
|
| Advertising Manager |
Nadine Nemecek
|
| Art Director |
Nicolas Denis
|
| Account Manager |
Cathy Jarno
|
| Account Manager |
Gisèle Doublet
|
