37 DAYS

Bronze Eurobest
Title37 DAYS
BrandATLANTIC GROUP
Product/ServiceCONNECTED HEATERS
Category A04. Production design/Art direction
Entrant Company LEO BURNETT FRANCE Paris, FRANCE
Advertising Agency LEO BURNETT FRANCE Paris, FRANCE
Production Company LA CAVALERIE Montreal, CANADA
Production Company 2 QUAD PRODUCTIONS Clichy, FRANCE
Credits
Name Company Position
Xavier Beauregard Leo Burnett France Executive Creative Director
Jerome Gonfond Leo Burnett France Art Director
Hadi Hassan-helou Leo Burnett France Copywriter
Olivier Staub La Cavalerie Director/Dop
Michel David La Cavalerie Producer
Francois Brun Quad Producer
Vlad Doclin La Cavalerie Line Producer
Delphine Bellonnet Quad Line Producer
Gary Pachany La Cavalerie 1st Ac
Jean-francois Campeau La Cavalerie Production Designer
Julien David La Cavalerie B Camera
Antoine Grujard Prodigious Tv Producer
Christophe Corsand Leo Burnett France Conception
Jerome Gonfond Leo Burnett France Conception
Hadi Hassan-helou Leo Burnett France Conception
Thomas Czarnecki Leo Burnett France Conception
Regis Perrone Leo Burnett France Account Director
Olivier Agostini LA CAVALERIE Documentary Director
Kouz Production Sound Production

The Campaign

The cube was brought to British Columbia, at 2400 meters above sea level in temperatures as low as -30 ° Celsius. In 37 days, thanks to continuous and accurate temperature monitoring, this ephemeral installation managed to give birth to many flowers in an environment hostile to any kind of plant life.

Creative Execution

To show how important heat is for life, we set up an experiment to give birth to life in a hostile environment. We built a cube divided into two sections heated by two electric heaters. In each section: hibernating life forms, and blocks of ice positioned in order to irrigate the growing vegetation as they melt.