Title | UGLY IN THE 90S |
Brand | SKODA FRANCE |
Product/Service | SKODA |
Category |
A01. Direction |
Entrant
|
ROSAPARK Paris, FRANCE
|
Idea Creation
|
ROSAPARK Paris, FRANCE
|
Production
|
BIG PRODUCTIONS Paris, FRANCE
|
Credits
Gilles Fichteberg |
ROSAPARK |
Co-founder Chief Creative Officer |
Jean-François Sacco |
ROSAPARK |
Co-founder Chief Creative Officer |
Jean-Patrick Chiquiar |
ROSAPARK |
Co-Founder |
Julien Perrard |
ROSAPARK |
Copywriter |
Nicolas Hurez |
ROSAPARK |
Art Director |
Jean Baptiste Saurel |
BIG PRODUCTIONS |
Director |
Sacha Lacroix |
ROSAPARK |
Managing Director |
Julien Quidor dit Pasquet |
ROSAPARK |
Group Account Director |
Alexandre Ribichesu |
ROSAPARK |
Senior Strategic Planner |
Thomas Vincenti |
ROSAPARK |
Account Executive |
Elodie Jonquille |
ROSAPARK |
Agency TV Producer |
Justine Dudognon |
ROSAPARK |
Agency Producer |
Mélanie Colleou |
ROSAPARK |
PR Contact |
Kasia Staniaszek |
Big Productions |
Producer |
Driss Lumbroso |
Big Productions |
Production Manager |
Paul Barrocas |
SKODA FRANCE |
Marketing Director |
Marie-Charlotte Bosvieux |
SKODA FRANCE |
Client Supervisor |
Céline Hahn |
SKODA FRANCE |
Client Supervisor |
Stéphanie Cantau |
SKODA FRANCE |
Client Supervisor |
Technotronic |
n/a |
Music |
Tell the jury anything relevant about the direction.
To recreate a 90s atmosphere as closely as possible, we chose to shoot the film with cameras from the same period. The whole film was shot with a DV camcorder that came out in the 90s. The grain, depth of field, saturation and dozens of little imperfections are all specific to this sort of video camera, taking us right back to that decade.
Write a short summary of what happens in the film
The film is a series of portraits of typical people from the 90s.
The haircuts, looks, make-up and decors all take us back to the era and we realize just how ugly everything was: tie-dye t-shirts, baggy short sleeved shirts, mullet haircuts, etc.
At the end, the supers appear:
We weren’t the only ugly ones in the 90s.
New collection.
New models.
Discover the modern day Skoda.
Cultural/Context information for the jury
Over the last few years, Skoda has totally revolutionized its designs and models.
But, in France, consumers still think of the unattractive models that the brand produced for years, associating them with Eastern European cars in the 90s.
With a healthy dose of self-mockery, we had to argue against this paradox and change people’s minds. We needed them to realize that these days Skodas are superb.