Hasta La Ideas

If trains, planes and automobiles are not your thing, French railway company SNCF might have a solution. To celebrate the new direct TGV service between Lyon and Brussels, SNCF created a “teleportation device” that instantly transported the Lyon public into the heart of Brussels via a three-metre high box.

The company hasn’t quite bent the space-time continuum though. The installation, created by SNCF’s agency TBWA PARIS, allowed inhabitants of Lyon to virtually beam themselves into the Belgian capital to see and talk to their Brussels counterparts in real time.

The box, in situ in Lyon’s Place de la République on 21 September, invited passers-by to “take a look at Brussels”, by peering through a hole in one of its sides. Multiple screens connected by satellite then transmitted their faces to another set-up in Brussels’s Mont des Arts square, while also feeding back images and sound to participants.

As the campaign clip shows, there’s nothing like a bit of interactive time-space travel to engage the general public.

Credits
Agency: TBWA PARIS
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
Production Company: \ELSE Maxime Boiron, Cathy Pericone, Jennifer Bauche
Director: Franck Cimière

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