Since July 2nd 2017, people are able to travel by train (TGV) from Paris to Bordeaux in just 2h04 instead of 3h15 previously. This technological leap is the result of years of hard work by TGV engineers and is great news for the French. The first TGV was scheduled to travel at the beginning of the summer period which is the key moment for TGV’s business. Therefore, in order to generate ticket sales upstream from the inauguration, TGV asked us to create a campaign announcing this upcoming launch.

Overall, the campaign lasted three weeks. First, on May 10th, we launched the outdoor campaign that promoted the digital video like an upcoming blockbuster and we also released a trailer of our film. A few days later, we released the film that quickly went viral on YouTube and Facebook. On May 17th, the opening day of the Cannes Film Festival, we issued our first letter in the press to Almodóvar who was the President of the Jury. We then published the other letters until the end of the Festival on May 28th. In parallel, we broadcasted our warning in the theaters during the two weeks of the Festival during which they experience a record crowd.