Title	UGLY IN THE 90S
Brand	SKODA FRANCE
Product/Service	SKODA
Category	A04. Production Design / Art Direction
Entrant	ROSAPARK Paris, FRANCE
Idea Creation	ROSAPARK Paris, FRANCE
Production	BIG PRODUCTIONS Paris, FRANCE

Name	Company	Position
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 about the production design/art direction.

To recreate scenes from the 90s as closely as possible, we had to do real stylistic archeological research: we explored the manufacture techniques for tie dye t-shirts, the hair stylist used methods that hadn’t been used for decades and, of course, we had to find all those forgotten objects like dummy necklaces, jumping poppers and walkmans.

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.