| 标题 | Microcosmos 2 |
| 广告公司 | Havas Paris |
| 广告战役 | Advertising on sustainable development " Microcosmos" - RATP |
| 广告主 | RATP |
| 品牌 | RATP |
| 首次发布日期 | 2007 / 10 |
| 行业领域 | 公共交通 |
| 广告口号 | 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. |
| 广告口号 (原始语言) | Inspirez, expirez... |
| 剧情简介 | 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. |
| 哲学 | 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. |
| 问题 | 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. |
| 媒体类别 | 平面 |
| 市场 | 法国 |
| 客户总监 | Yannick Bolloré |
| Consultant | Nathalie Cottard |
| 摄影师 | Corinne Dutoit-Costa |
| 文案 | Thierry Chantier |
| 美术指导 | Bruno Banaszuk |
| 创意总监 | Olivier Mouliérac |
| 创意总监 | Jérôme Galinha |