| Title | THANKS TONY |
| Brand | MAKE-A-WISH |
| Product/Service | MAKE-A-WISH IS A NON-PROFIT ORGANISATION DEDICATED TO MAKE EVERY ELIGIBLE CHILD’ |
| Category |
E03. Innovative Use of Technology |
|
Entrant
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SERVICEPLAN FRANCE Levallois-Perret, FRANCE
|
|
Idea Creation
|
SERVICEPLAN FRANCE Levallois-Perret, FRANCE
|
|
Production
|
TRINITY FILMS Levallois-Perret, FRANCE
|
Credits
| POUPON Hervé |
SERVICEPLAN |
Creative Director |
| PEREZ Daniel |
SERVICEPLAN |
Creative Director |
| DELCOURT Steven |
SERVICEPLAN |
Chief Innovation Officer |
| COCHE Benjamin |
SERVICEPLAN |
Copywriter |
| CHABERT Renaud |
TRINITY FILMS |
Producer |
| BERZERKER BEN |
CLOSED ON SUNDAY |
Film maker |
| PETIT Victor |
SERVICEPLAN |
Copywriter |
| DELANOY Robin |
SERVICEPLAN |
Copywriter |
| SCHAAF Nicola |
SERVICEPLAN |
Art Director |
The Campaign
Four times NBA champion and leader of the French National Team, Tony Parker is one of the greatest basketball players of his time. For more than ten years, he has been the first ambassador of Make-A-Wish France, which realises the most precious dreams of sick children.
The creative idea we had was to say thank you to Tony Parker for having realised thousands of children’s dreams.
We gave Tony a surprise meeting with the very first boy for whom he made the dream come true:... HIMSELF.
We created an animated hologram of young Tony who thanked the real Tony for having achieved all the dreams he wished for (like being one of the world’s greatest basketball players) and for giving joy to the kids.
The video of this emotional moment was deployed through social media.
Creative Execution
Eight months before D-day, we started to get secretly in touch with Tony Parker’s family and childhood friends. We collected archives (photos, VHS tapes, voice recordings) which helped us « rebuild » a virtual young Tony Parker, based on a real little boy, aged 9.
26.06.16: Next to the basketball stadium where he was about to play his last match in France on 28.06.16, we built a huge optical theatre dedicated to showing the hologram : high 4 meters / depth 6 meters / long 4 meters. Structure pont, transparent foil 70% reflecting, cadre foil, VP 20 000 lumens, electirc wiring, complete sound system, specific complete lightning of the stage / bar of leds).
27.06.16: The day before the match, Tony thought he was joining friends for dinner after training. Then he found himself unexpectedly amongst 40 children from Make-A-Wish who came to express their gratitude. The kids surprised him with the first little boy for whom Tony Parker made dreams come true, namely ... himself.
Little holographic TP (Tony Parker) started to talk to the champion, saluting his talent and tenacity that took him to the peak of his game.
The quality of the hologram technology took a large place in the success of the whole operation. The resemblance between his virtual image and the little boy he really was was so striking that Tony Parker couldn't hide his emotion.