How do you announce that with the TGV you can travel non-stop from Lyon's to Brussels? Why not invite the people of Lyon, one person at a time? On the morning of September 21th, Lyon woke up to find a 3 meter high cube in Place de la République. The cubes had little face-sized holes in them. Underneath the simple hole the message read "Take a look at Brussels". Many curious person had to poke their head in it.
During two days, hundreds of inhabitants of Lyon got caught up by their curiosity, and to their surprise, found themselves thrown into Brussels. Yes! The inhabitants of Lyon were received live from Mont des Arts by the mayor of Brussels, his official band and the people from Brussels, faithful with the reputation of Belgian hospitality. Tres bizarre!
A technological feat made possible by several screens interconnected by a satellite and arranged in the two cities of course, but it's much cooler if we just pretend it was a teleportation device. Beam me up Scotty.
Advertised brand: SNCF
Advert title(s): ”Take a look at Brussels”
Advertising Agency: TBWA\PARIS, Boulogne Billancourt, France
Agency website: http://www.tbwa-france.com
Executive Creative Directors: Eric Holden, Rémi Noël, Philippe Simonet
Creative Directors : Franck Botbol, Hugues Cholez
Art Director: Jérémy Armand
Copywriter: Nicolas Roncerel
Producer: Laurence Collavini
Event: Napoleon / Fabien Demaria, Benjamin Bosquet
Production Company: \ELSE Maxime Boiron, Cathy Pericone, Jennifer Bauche
Director: Franck Cimière
Cameraman: JM Besenval, Alex Tissot, Julien Rideau
Sound Design/Arrangement: \ELSE
Edit: Nicolas Gérard, Samuel Morin
Advertiser: Isabelle Bascou, Delphine Nathan, Charlotte Taieb, Nihan Angrimangi
Account manager: Anne Vincent, Luc Bourgery, Sandrine Pajot, Laurence Borne, Edouard Manhes