| Title | 37 DAYS - THE CUBE |
| Brand | ATLANTIC GROUP |
| Product/Service | CONNECTED HEATERS |
| Category |
C04. Installation (Sculptural/ Spatial) & Environment |
|
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
| 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 |
Executive Producer |
| Francois Brun |
Quad |
Executive Producer |
| Vlad Doclin |
La Cavalerie |
Producer |
| Delphine Bellonnet |
Quad |
Producer |
| Gary Pachany |
La Cavalerie |
1st Ac |
| Jean-francois Campeau |
La Cavalerie |
Set 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 |
Brief Explanation
In France, electric heating suffers from a poor image and hardly gets the attention of the public. That’s why we needed to create a very strong and unique form of communication to touch them in a deep emotional way.
The Brief
Altantic group needed to strengthen its position as the French leader in electric heating. This campaign was conceived to highlight Atlantic's products in order to seduce new customers in a very new emotional way.
How the final design was conceived
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.
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.
The goal of the campaign was to help the retailers to see electric heating and its French leader in a new light by reminding everyone of a simple truth: that heat is life.
Our communication plan involved sending retailers individual flowers from our temporary installation in British Columbia, fixed in a block of resin. Carved on the block, an invitation to discover the story of the flower at heatislife.com, where they could discover the film 37 DAYS, as well as an invitation to discover the connected heaters of the brands of Atlantic group.
Indication of how successful the outcome was in the market
Over 1.360.000 views of this performance generated 5 million impressions and 75.000 clicks to brand sites.