Do not be surprised if soon they will begin painting the rails

JSC "Russian Railways" launched on television after the first rebranding campaign under the slogan "I am for you" .In the middle of October to broadcast on two federal television channels started on image advertising campaign of "Russian Railways" ("RZD"). This is the first broad appeal of the company to its audience of millions of passengers and partners after the announcement of the end of May this year, the change of the logo and the early development of a new visual identity within the framework of the re-branding of the former railway monopoly. Creative partner of JSC "Russian Railways" in the creation of this campaign was the Agency MILK.

At the heart of the creative brief for the team MILK were laid two objectives: to fix a wide audience a new logo of "Russian Railways" and show that the company is changing. First of all, changes in, their attitude to clients and understanding of the priorities for the development of the railway and transport and logistics sectors. Sequential changes of the external appearance of brand new services, train station complexes - a question the next 2-5 years. Some of them already serve passengers in 2008. We must not forget, as if we all did not want to short-term changes in the scale of the company, the amount of the necessary modernization and renovation is enormous, it is in the millions of pieces of equipment and invested in billions of rubles. Best not enough to simply wait for him should be pragmatic and focused to go, moving together.




Also I gained a new website Railways, Developed by Deluxe Interactive. Screenshot Website:








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On the basis of the tasks, the Agency MILK managed in a short time to develop a campaign that includes 40-and 30-second television commercials, launch a promotional website www.rzd-next.ru and Internet banners, and outdoor advertising in the press and layouts. In early August, the Agency became a creative partner, and in early September, has already started shooting video. This is where, according to the Agency, and director Alexei Rosenberg, most fully revealed the essence of the creative concept. The goal was not just to show the changes occurring with JSC "Russian Railways" and show them through the involvement of, and involvement in the changes for the better of all the people who use the services of the Russian railways. Positive emotions of the characters in the movie successfully transferred, for example, in a situation of arrival of the train at the station platform: the expectation is replaced by the joy and anticipation of the beginning of the journey of new experiences. In the video, the new logo will appear on the new media: the ticket, the electronic scoreboard schedules, installing roof of the building.

The sense of the dynamics of the company and the anticipation of changes to passengers reflected in the layout for the two firewall in the center of Moscow (from 19 October on the street. Vozdvizhenka and passionate Boulevard Pushkin Square) and models for federal publications. They are in rapid motion, depicts a modern, fast, comfortable train and image component secured information on specific projects of the company, which will receive the embodiment of the following year.

Slogan (who is also a key message) to this campaign - "I have for you" - appeared in the united creative team almost immediately after tasking. We have tried to do everything possible to maximize visual solutions campaigns comply with the main concern of our client - to make Russian Railways is not only reliable and affordable, but also modern, fast, comfortable.



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