A15. Excellence in Production & Distribution Strategy
Entrant
FRED & FARID PARIS, FRANCE
Idea Creation
FRED & FARID PARIS, FRANCE
Media Placement
FRED & FARID PARIS, FRANCE
PR
FRED & FARID PARIS, FRANCE
Production
FRED & FARID PARIS, FRANCE
Additional Company
PRODISS Paris, FRANCE
Credits
Name
Company
Position
Fred & Farid
FRED & FARID
Chief Creative Officers
Olivier Lefebvre
FRED & FARID
Executive Creative Director
Stéphane Gaubert
FRED & FARID
Creative Director
Thierry Buriez
FRED & FARID
Creative Director
Etienne Renaux
FRED & FARID
Creative
Julien Pierre Mallet
FRED & FARID
Creative
Nicolas Berthier
FRED & FARID
Creative
Wentao Zhang
FRED & FARID
Creative
Etienne Renaux
FRED & FARID
Creative
Julien Pierre Mallet
FRED & FARID
Creative
Nicolas Berthier
FRED & FARID
Creative
Jeremie Woog
FRED & FARID
Agency Film Producer
Robin Demoucron
FRED & FARID
Agency Film Producer
Marilyne Segato
FRED & FARID
Agency Print Producer
Christophe Convert
FRED & FARID
Agency Print Producer
Arthur Gaudrie
FRED & FARID
Agency Digital Producer
Johanna Mangote
FRED & FARID
Agency digital producer
Emmanuel Clavier
FRED & FARID
Agency Digital Producer
Jalila Levesque
FRED & FARID
Head of group communications
Aliou Maro
FRED & FARID
DIGITAL CORPORATE COMMUNICATIONS PR MANAGER
Marie Julie Lorenzo
FRED & FARID
PR Manager
Fred & Farid
FRED & FARID
Chief Creative Officers
Philippine Mesmin
FRED & FARID
Account Manager
Lucas Montenoise
FRED & FARID
Account executive
Laurent Bentata
Prodiss
General Director
Arnaud Cazet
Prodiss
Maketing Director
The Campaign
December 18th, Ma place est dans la salle was simultaneously a concert, a one man show, a classical piece, a ballet, a musical, during which the audience was able to quench its thirst for sensations and culture.
Ma place est dans la salle is also a series of video testimonials, tweets and social media posts in which celebrities, comedians, singers, and dancers show their involvement. From backstage to under the lights, and on the streets, all reasserted their belief that singers, comedians, actors belong on the stage and audiences in front of them. And for each of them: #MaPlaceEstDansLaSalle
Across France, the public has been invited to book tickets and showed their support and their determination to carry on attending shows by sharing photos, videos and their thoughts. Laughter, joy and life echoed
in concert halls and theatres: #MaPlaceEstDansLaSalle
Creative Execution
Our creative team changed the name of more than 150 shows, the mention « Ma place est dans la salle » has been added in each billboards and posters that participate to the campaign. Artists, technicians, theatral directors, tickets resellers got mobilized and worked for free. We used more than 250 artists and celebrities to invite each Parisian to return to theaters, concert halls, kids shows…
VIDEO LAUNCH: Celebrities invited people to see the show “Ma Place Est Dans La Salle“ by posting a video from their own social media accounts to help spark viral word-of-mouth and fuel media coverage for the launch of the campaign.
DURING THE NIGHT OF DECEMBER 18: All the shows were fully booked. Parisians shared through social medias their pictures of the posters and the shows. We relayed it all night long and mass media publications joined also the movement.
> More than 200 artists and celebrities joined the movement.
> #MaPlaceEstDansLaSalle became #1 Trending Topic on Twitter. Even the mayor of Paris and the French Minister of Culture tweeted about the campaign. The operation resonated beyond our borders and we received messages of solidarity from all over the world.
> +171 Million twitter impressions in 24 hours
> + €1,8 Million earned media in 24 hours
> 2,38M press reviews
> During the night of December 18, the people answered the call and the Parisian shows were all fully booked.
> This public engagement represents a symbol of resistance in order to defend French culture, our way of life and our artistry in the world of entertainment for today and tomorrow.
Concert halls and theaters decided to unite and change the name of their shows to one unique slogan to fight against the decline of attendance in theatres, cabaret, shows...
Artists, technicians, theatral directors, tickets resellers got mobilized and worked for free. We used more than 250 artists and celebrities to invite each Parisian to return to theaters, concert halls, kids shows…
Our target was the French people that used to go to theatre, ballet, one man shows, musical comedies but not only, because the french people that like to got out, laugh or just live, are affected too. So, we aimed at 66 millions french people and foreigners which are supporting them as well.
On December 18, working alongside for free, printers, producers, mobilized and a real act of solidarity appeared. A symbolic slogan that called for every Parisian, every French person to return to performances in a sign of resistance and struggle against the fear. Concert halls and theaters decided to unite and change the name of their shows to one unique slogan : MA PLACE EST DANS LA SALLE (MY PLACE IS AT THE SHOW) : More than 150 shows changed their name.