Cannes Lions

The 90% eco-friendlier ad

TBWA\HELSINKI, Helsinki / VR FINNISH RAILROAD COMPANY / 2017

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Overview

Description

In Finland, ‘VR’ stands for Valtion Rautatiet, the national railway company (not Virtual Reality). And the company’s green VR logo (as seen on the print ad) is recognized by virtually everyone. For Finns, the VR logo equals trains.

Today flying is cheaper than ever and the freeway network is growing. That’s why especially business travellers and companies choose train less often than before.

However, more and more companies have made responsible environmental commitments. And as VR’s trains run on electricity produced with hydropower, their CO2 emissions are more than 90% smaller than those of flying or driving.

VR needed to remind travel decision makers in companies, that trains are the perfect solution for environmentally conscious businesses.

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