SNCF: The most serious game ever
TBWA\Paris
What were the objectives for the creative work?
SNCF is France's national state-owned railway company (32 billion € turnover). In France 5 million people take the train every day and they will be 2 million more in 5 years time. Facing this huge increase of the traffic, SNCF needs to improve its existing network, build new lines and buy new trains… and SNCF needs engineer students from France's elite schools to perform this work.
But this is an even greater challenge because everybody knows SNCF as THE railway company but nobody wants to...