RATP: Sloth

Sloth taking up too much space.
Get scolded 2 or 3 times to their face.
Let's stay human on public transport

Advertising Agency: Publicis Conseil, France
Chief Creative Officer: Olivier Altmann
Creative Director: Hervé Riffault
Copywriter: Olivier Dermaux
Art Director: Mathieu Vinciguerra
Assistant Art Director: Mélanie Pennec
Managing Director: Jean-Patrick Chiquiar
Client Service Director: Laurence Neveu
Account team: Emmanuelle Henry / Elodie Chicheportiche
Planner: Barberine Reyners
Production: Patricia Denis du Péage
Illustrator: Mr Remi / Mr Hyde
Photographer: Benoît Mauduech
3D: Hervé Lopez / M. Hyde
Head of art: Jean-Luc Chirio
Production: Elysian Field

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7 comments

JeffGreenhouse's picture
JeffGreenhouse
310 pencils

It's an interesting visual, but I have two main issues with this ad:

1) The English is terrible. I often see poor translations from small businesses in foreign countries, but I expect better from a major agency.

2) Conceptually, a sloth is known for being slow and lazy, not for taking up too much space. Stretching out is not inherently a symbol of laziness.

I can see where this was trying to go, but I don't think it reached its destination.

Serge BARREAU's picture
Serge BARREAU
22 pencils

Sorry but… this concept have been used by RATP twenty years ago.
A series of posters where we saw people with an animal head.
The signature was: "Frauder c'est bête" ("Fraud is stupid")
The word "bête" has, in french langage, a double meaning : to denote an animal - a beast - and qualify a person as stupid.

Never have time to do. Always time to redo.

Glut's picture
Glut
3947 pencils

right to the point series. Works for me.

JLL's picture
JLL
277 pencils

Merci, Joe La Pompe... Voler c'est pie que tout!

albfej's picture
albfej
37 pencils

Very nice! The characters are reminding me a little the Orangina Ad http://www.bcreative.al/top-5-ads-6/

Roger Keynes's picture
Roger Keynes
5498 pencils

Clumsy. Overstated.
Loose the main headline.
The subhead is enough.

Will Think for Salary

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