| Title | WHO SAID THAT? ... |
| Brand | HUMANIS |
| Product/Service | SOCIAL PROTECTION GROUP |
| Category |
A08. SOUND DESIGN |
|
Entrant Company
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FRED & FARID GROUP Paris, FRANCE
|
|
Advertising Agency
|
FRED & FARID GROUP Paris, FRANCE
|
|
Production Company
|
WANDA PRODUCTIONS Saint-Denis La Plaine Cedex, FRANCE
|
Credits
| Fred/Farid |
FRED/FARID GROUP |
Chief Creative Officers |
| Benjamin Marchal/Olivier Lefebvre |
FRED/FARID GROUP |
Executive Creative Directors |
| Felipe Vieira Sampaio/Gabriel Turbay Garcia |
FRED/FARID GROUP |
Copywriter |
| Felipe Vieira Sampaio/Gabriel Turbay Garcia |
FRED/FARID GROUP |
Art Director |
| Karim Natouri/David Chenu/Isabelle Genest/Charlotte Arditi |
HUMANIS |
Clients |
| Jonathan Serog/Marine Ravinet/Amandine Decourcelle |
FRED/FARID GROUP |
Brand Manager |
| François Grouiller/Sandy Goldscheider |
FRED/FARID GROUP |
Branding/Strategy: |
| Koniba Pleah |
FRED/FARID GROUP |
Agency Producer |
| Koniba Pleah |
FRED/FARID GROUP |
Agency Post/Producer |
| Léo Copet |
FRED/FARID GROUP |
Music Supervisor |
| Marco Gentille |
WANDA |
Director |
| Jérôme Denis |
WANDA |
Producer |
| Vanessa Koscianski |
WANDA |
Post Production |
| Jake Curtis |
WANDA |
Photographer |
Brief Explanation
Humanis is a French social protection group responsible for taking care of people’s retirements, health, providence plans, savings and more.
In order to bring the idea of protecting people and make life better that the brand stands for, we decided to create a different and more intimate interpretation of the classic “Ain’t no mountain high enough”.
We kept the lyrics, as they already talk about what is most important in life, especially when you are getting old: hope. Hope and support people need when dealing with life problems.
But for the melody, we've made the choice to not use the existing one. We created a distinctive sound identity strong enough to be the musical signature of the brand and increase the build-up of all the emotions in our film.
Creative Execution
The story is about people overcoming prejudices and obstacles in our society with the help of Humanis. It's about hope, about making wishes and dreams come true. That is why we've brought a different overall mood using real instruments (like piano for e.g.) and carefully chosen sweet and soft voices.