VIA Rail: New trains. New era.
11/21/2024
Work
by
Cossette
Since 2023, VIA Rail Canada has been gradually introducing its new trains into service along the Québec-Windsor Corridor. With 75% of them now in operation, VIA Rail and Cossette are celebrating this landmark moment by launching “Train Story,” a creative and touching campaign inspired by the Pixar animation studio’s universe.
This initiative aims to strengthen the emotional connection to the brand, especially during the holiday season, and marks VIA Rail’s return to television after several years of focusing on digital campaigns.
For this project, I wanted to explore a tender and innovative approach—not only as the art director but also as a co-director. The choice not to show the new trains directly, but rather through miniature models, allowed us to maintain a warm tone and spark public curiosity about the story we were telling. Together with my co-director and cinematographer, Rob, we sought to convey the emotions of the trains through careful framing, lighting, and an original musical score. It was a unique opportunity to push creative boundaries while staying true to VIA Rail’s DNA.
Jessica Fecteau, Art Director at Cossette
This campaign marks a pivotal moment for our brand as we increase our presence in key markets. This story also helps position our new trains ahead of 2025, when we’ll focus on attracting new customers to an enhanced travel experience—a more comfortable, enjoyable, and sustainable form of transportation.
Mia Bergman, Manager, Brand and Go-to-Market at VIA Rail
The campaign, airing on television and online starting the week of November 15, serves as the final chapter in a series of initiatives aimed at building awareness of VIA Rail’s new fleet.
Credits
Client
VIA Rail Canada – Mia Bergman, Alexandra Nasim
Agency: Cossette
Creative: Patrick Michaud, Gilles Legault, Steven Morie, Jessica Fecteau, Philippe Brassard
Strategy: Hugo Martin-Bonneville, Jean-Claude M. Kikongi
Account Services: Nadja Décarie, Nicolas Girault, Noémie Niang
Production House and Agency Production: Septième
Direction: Jessica Fecteau and Rob (DAVAI)
Producer: Julie Beaudoin
Direction of Photography (DOP): Rob (DAVAI)
Production Coordinator : Perrine Pelini
Set Design: Sylvain Lemaître
Styling: Charlie Beaudoin
Postproduction: Maureen Desjardins
Offline Editing: Jérémie Fournier (Septième)
Online Editing: Jean-Marc Laurin
Colorization: Simon Boissonneaux (Arketype)
Music Composition and Audio Mixing: Supersavant
Media Agency
Touché!