Renfe – 75th anniversary
With this campaign for Renfe’s 75th Anniversary, we wanted to place value on the commitment to serve Renfe’s citizens, the social role that throughout 75 years has given sense to this company, which has one of the most renowned brands in Spain.
With “Your Time, Your Train” and its implementation on TV, movies and the Internet, we made clear the fact that travelling by train means a lot more than just going from one place to another: each journey is a small conquest of our own TIME, one of the most precious assets for all of us.
Tu tiempo tu tren
In spite of having a highly valued product, Renfe was considered an old, conservative brand. We had to create a new brand story, relevant enough to reconnect with society.
Becoming the most valued, reference means of transport in the country. 75 years later.
We identified its top benefit against other types of transport: TIME.
Unlike other means of transport, the train gives you the chance to enjoy and seize your time throughout the journey. In the world we live in, “time” is our most precious asset. Our pace of life doesn’t allow us to enjoy our time as much as we’d like. In fact, it’s been proven; studies like the one conducted by M&CSaatchi (The Source) about the Millennial and Post-millennial Generations confirm this: time is this century’s new luxury.
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