#ChoraleDuMétro - RATP | Clapboard Ad Archive

RATP’s #ChoraleDuMétro campaign from 2018, crafted by We Are Social for the French transport sector, reimagines the holiday classic Jingle Bells through a vibrant, culturally rich performance by six real musicians affiliated with the RATP metro network—Haylen, Emji, Lidiop, Guito B, Marvin Parks, and Chloé Breit—who don festive sweaters and blend their individual styles into a spirited remix that celebrates both musical talent and community spirit. This film campaign situates RATP not merely as a transport provider serving millions daily across four continents with a workforce of 63,000 but as an active cultural curator invested in humanizing the urban travel experience through creativity and shared moments of joy. By foregrounding recognized local artists within the RATP ecosystem, the campaign leverages a FORMAT#8—ONGOING CHARACTERS OR CELEBRITIES approach that builds brand recall through authentic, recurring personalities rather than conventional advertising narratives or product-centric messaging. The strategy extends beyond the film itself by inviting audiences to engage more deeply via RATP’s YouTube channel, which hosts an expanding playlist of Musiciens du Métro projects alongside updates about network innovations and urban mobility solutions, thus enriching brand affinity with content that intersects culture, music, and transport innovation. The campaign’s festive tone and communal vibe resonate strongly with the 16 million daily riders, reinforcing a sense of togetherness and joyful movement emblematic of the holiday season, while also positioning RATP as a facilitator of cultural vibrancy within city life. Clapboard rates this campaign 64/100. #ChoraleDuMétro matters because it illustrates how transport brands can transcend transactional communication by embedding themselves within the cultural fabric of their cities, thereby signaling a shift toward experiential storytelling that embraces local talent and community engagement as core brand assets.