| Title | Microcosmos 1 |
| Agency | Havas Paris |
| Campaign | Advertising on sustainable development " Microcosmos" - RATP |
| Advertiser | RATP |
| Brand | RATP |
| Date of First Broadcast/Publication | 2007 / 10 |
| Business Sector | Public Transport, Mass Transit |
| Tagline | Breathe in, breathe out...With us, use public transport is choosing to produce 10 times less greenhouse gas and to consume 5 times less energy than if you were driving your car. |
| Tagline (original language) | Inspirez, expirez... |
| Story | In June 2007, RATP has launched a new brand guideline: “Aimer la ville” in order to reveal its new brand platform: an urban mobility expert, which means that beyond constant improvements of transport services, RATP works in the interests of the city as a whole. In the continuity of the corporate campaign and on the occasion of « the Grenelle de l'Environnement », RATP wishes to remind people that public transport is at the core of sustainable cities planning and development. |
| Philosophy | In order to underline the importance of these contributions, the creative concept is inspired by the film "Microcosmos". It represents public transports as small insects evolving harmoniously within their environment: a luxuriant nature which symbolizes an ecological city, free from pollution. The campaign was issued in national daily press and Parisian regional press in order to reach national opinion leaders and public transport users at the same time. |
| Problem | The « Grenelle de l’Environnement » was an opportunity for RATP to tackle for the first time the question of sustainable development. Issued in October 2007, the objective of the advertising campaign was to remind people that public transport naturally contribute to build a more ecological and sustainable city. |
| Media Type | |
| Market | France |
| Account Director | Yannick Bolloré |
| Consultant | Nathalie Cottard |
| Photographer | Corinne Dutoit-Costa |
| Copywriter | Thierry Chantier |
| Art Director | Bruno Banaszuk |
| Creative Director | Olivier Mouliérac |
| Creative Director | Jérôme Galinha |
More Work
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