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VIA Rail Canada Pauses a Moment in Time for 'Book Your Comeback' Campaign

Cossette teams up with Academy Award nominee Jeremy Comte welcoming people back to the rail service post-Covid

VIA Rail Canada Pauses a Moment in Time for 'Book Your Comeback' Campaign

VIA Rail Canada, Canada’s national passenger rail service, has launched its new campaign 'Book your Comeback'. Created by Cossette, in partnership with media agency Touché! and digital agency Tink, this campaign seeks to re-seduce and welcome back previous VIA Rail passengers who may have foregone the train in favour of their personal cars due to the Covid-19 pandemic. 

Inspired by movement, the centerpiece of the campaign is a 30-second video directed by Canadian director and Academy Award nominee Jeremy Comte.

The spot was filmed at the VIA Rail train station in Ottawa, Ontario where the production team installed rain rigs to simulate stormy weather and symbolize the challenges we’ve experienced collectively. A phantom High-Speed camera (1,000 frames/s) was used to film the first half of the spot to deconstruct each micro moment and create a climate of tension.

40 actors, all reflecting Canada’s diversity, were cast for the spot. 

Working with Canadian photographer Norman Wong, Cossette sought to recreate the look and feel of a moving train - in keeping with the idea of movement - for it’s digital OOH and web banners. In addition to shooting scenes at Union Station and across the city of Toronto, the agency and its production partners also built true-to-life mannequins of the actors. The mannequins were then mounted on rails and photographed while moving at high-speed to create the desired movement effect.

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Client: VIA Rail Canada - Louis Levesque, Philippe Normand, Mia Bergman, Alexandra Nassim, Chantal Gravel, Anick Cesaria, Litsa Kalambokis, Laura Schiano, Jennifer Bauer, David Klein, Violaine Boutin

Agency: Cossette

Creative: Louis-Philippe Tremblay, Gilles Legault, Adrien Héron, Ugo Martinez, Jessica Fecteau

Strategy: Jean-Claude M. Kikongi

Accounts: Nadja Décarie, Nicolas Girault, Erica Vincelli Themens, Laura Manzi, Andréanne Delisle

Producer: Septième - Alexandrine Perras

Media Agency: Touché!

Media: Martin Soubeyran, Alix Manach, Antoine Leroy, Isabelle Gagnon, Alexandra Cloutier, Ariane Gélinas, André-Félix Barriault, Alexandre Gélineau, Jean-Sebastian Bedos

Digital Agency: Tink

Digital: Alain Tremblay, Diane Gosselin, Philippe Girard

Production Company: Colossale

Executive Producer: Alex Auray

Director: Jérémy Comte

DOP: Olivier Gossot

Art Director: Mélanie Truchon

Stylist (video and photo): Skye Kelton

Sound and Engineering: Cult Nation

Music: Cult Nation

Post-Production: Chop Chop

Colour: Simon Boix

Executive Producer (photo): Kathi Ziolkowski (KMZ)

Photographer: Norman Wong

Image editing: Sophie Forder, Vahakn Vorperian

Category: Public Transport , Travel

Genre: Visual VFX