Cannes Lions

B.A.R.Y.L

TBWA\PARIS, Boulogne-Billancourt / SNCF (NATIONAL RAILWAYS) / 2017

Awards:

2 Shortlisted Cannes Lions
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Overview

Entries

Credits

OVERVIEW

Description

Named B.A.R.Y.L, with reference to DARYL, the young gifted android, hero of an American movie in the eighties, the bin robot moves to pick up waste when someone waves at it.

The robot is equipped of a battery life which last from 6 to 10 hours.

The R2-D2 lookalike, moves, randomly, in a defined area of the station, avoid the obstacles, produce sound and light depending on the situations. It has also a probe to analyse the rate of its filling. Once it’s full, the moving bin makes its way back to base to be emptied by the cleaning staff.

Execution

In association to a young French star-up, SNCF has developed this moving robot bin created especially for train stations.

It required 5 months of work, and cost more than 10 of thousands of euros.

From 30th of November 2016, the robot was launched in Paris Gare de Lyon, and tested during 1 week at peak hours. Since, the bin continues its tour, and it’s tested in others French train stations in the following French cities: Nantes, Angers, Rennes, Orléans, Tours, Brest, and more cities by the end of 2017. The objective is to have major train stations equipped with the Robot B.A.R.Y.L, and why not, to market it abroad.

Outcome

From day 1 in Paris Gare de Lyon, and during each tour of B.A.R.Y.L, it receives a warm welcome from travellers and journalist.

9 millions views

27 millions twitter and facebook impressions

3,7 millions earned media

Similar Campaigns

12 items

Shortlisted Cannes Lions
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TBWA\PARIS

02.38 am

2019, SNCF (NATIONAL RAILWAYS)

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