Cannes Lions
OGILVY GERMANY, Frankfurt / DEUTSCHE BAHN / 2022
Overview
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In the Spring of 2022, most of Corona-restrictions have been lifted. German Rail wanted to motivate business travellers, one of its main target groups, to get back to their usual way of working – travelling to meet their clients in person, as they were working from home for the past two years. In a series of humorous radio ads German Rail suggested them to take a train instead of meeting their clients on videocalls. Because videocalls can give an involuntary glimpse into their homes and expose embarrassing things about their private lives. The narrator describes three different rooms of our protagonists, observed from the point of view of a client they are having a videocall with. In essence, the spots advertised German Rail’s carbon neutral sprinter connections, which can help our target audience to travel fast and environmentally friendly between major German cities.
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