It takes only 3 hours and 20 minutes to cover the 730 kilometers between Lyon, France and Brussels in Belgium by TGV (Train à Grande Vitesse, meaning ‘High-Speed Train’).
To promote the direct-link, French National Railway Corporation SNCF set up a special installation in Lyon’s Place de la République. The large cube, emblazoned with the message ‘Passez une tête à Bruxelles’ (‘Take a Look at Brussels’), invited pedestrians passing through the square to place their head into a small hole on the side.
To their surprise, their face appeared on a giant screen at the Mont des Arts, in Brussels, where the mayor, his official band (doesn’t every mayor have an official band?) and curious members of the public welcomed them to their city.
The campaign was created by TBWA/Paris.