Title	THE BLOODY SOAP
Brand	NETFLIX
Product/Service	MARSEILLE - NETFLIX ORIGINALS SERIES
Category	E02. Small Scale Special Solutions
Entrant	OGILVY & MATHER Paris, FRANCE
Idea Creation	OGILVY & MATHER Paris, FRANCE

Name	Company	Position
Emmanuel Lallevé	Ogilvy & Mather Paris	Executive Creative Director
Nicolas Lautier	Ogilvy & Mather Paris	Creative Director
Allan Huon	Ogilvy & Mather Paris	Artistic Director
Chloé Lefour	Ogilvy & Mather Paris	Copywriter
Thomas Yve	Ogilvy & Mather Paris	Artistic Director
Philip Heimann	Ogilvy & Mather Paris	Directeur Général
Anne-Sophie Carbo	Ogilvy & Mather Paris	Business Director
Nadia Lasfar	Ogilvy & Mather Paris	Account Manager
Margot Paquien	Ogilvy & Mather Paris	Account Manager
Amélie Delacour	Ogilvy & Mather Paris	Strategic Planner
Antoine Bagot	Ogilvy & Mather Paris	Head of Production
Marine Redon	Ogilvy & Mather Paris	Producer
Jeremy Bouchet	Ogilvy & Mather Paris	Photo/Video Director

Brief Explanation

The bloody soap was sent over as a PR object to journalists two weeks before the launch of Marseille - 1st French Netflix original show. This has allowed us to get strong PR realeases around the soap that helped to emphasize the dramatic tonality of the show. The kit was composed by a mysterious package coming from Robert Taro, mayor of MARSEILLE, a special note written from his hand, the soap crafted as the original Marseille one, the synopsis of the series and a USB key full of content to help them to write their press articles. But there’s a twist. On contact of water, the soap releases a red substance that stains the hands. So when you use it, you suddenly discover what it’s like to have blood on your hands and a guilty conscience, like the characters in the show.