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Bronze Winner

Entrant: TBWA\Paris, Boulogne-Billancourt

"The Most Serious Game Ever"

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Corporate Name of Client: SNCF
Head of Client Services: Francoise Tragin
Agency Account Director: Marc Fraissinet
Account Manager: David Ruffier
Agency: TBWA\Paris, Boulogne-Billancourt
Executive Creative Directors: Nathalie Huni/Philippe Simonet
Copywriters: Gilles Suprin/Fabien Duval/Thomas Boudot
Art Directors: Sylvain Theyssens/Pierre Bouquet
Head of TV: Maxime Boiron
Agency Producer: Severine Damolini
Designers: Christophe Courty/Timothy J. Reynolds/Valentin Gault
Production Company: \ELSE, Boulogne-Billancourt
Digital Production Company: DAN Paris, Boulogne-Billancourt
Digital Producers: Vincent Borreda/Glenn Pezier
Digital Designer: Muriel Mehong
Technical Director: Ivan Zindovic
Flash Developers: Nicolas Rozen/Emal Saifi/Antonin Langlade/
    Sylvain Tran/Geoffrey Mayeux
Sound Designer: Fanny Mithois

Description of the Project:
SNCF employs 250 000 people in 120 countries. In 2014, the company launches a large recruitment campaign, to attract the best engineer school students.
But the potential recruits are mostly unaware of the variety of engineer jobs available at SNCF.
The Objectives :
-	To attract the best students in each school, who are a very rare and sought-after target
-	To create awareness for SNCF about the variety of its jobs and the their high level of technical expertise
-	To reinforce SNCF’s relationships with schools and students
-	To build a detailed HR database with the most qualified candidates
The Strategy :
There is a strong competition among engineer schools in France. So SNCF decided to play on this competitive spirit to engage the candidates.
The execution :
SNCF launched the « Défi Ingénieurs SNCF » : the most difficult serious game ever.
Students of 180 French engineer schools faced each other on 10 challenges, each one harder than the other.
To maximize the recruitment process, the game was connected to social networks such as LinkedIn, and completing their resumes helped the candidates earn bonus points.
The artistic direction and the site development had to follow strict rules : the students had to be immersed in a real video game as well as in the daily life and challenges of SNCF engineers. The website had to be rich in HD content but fast loading at the same time. The players had to be able to enjoy the game on every device without a deterioration of the experience on mobile and tablets.
That’s why we chose low poly.