Title | THE BEAT |
Brand | UBISOFT |
Product/Service | JUST DANCE 2019 |
Category |
A01. Direction |
Entrant
|
UBISOFT Paris, FRANCE
|
Idea Creation
|
CLM BBDO Paris, FRANCE
|
Idea Creation 2
|
PROXIMITY Boulogne-Billancourt, FRANCE
|
PR
|
CLM BBDO Paris, FRANCE
|
PR 2
|
PROXIMITY Boulogne-Billancourt, FRANCE
|
Production
|
LA PAC Paris, FRANCE
|
Credits
Matthieu ELKAIM |
BBDO PARIS |
CHIEF CREATIVE OFFICER |
Benjamin DESSAGNE |
CLM BBDO |
EXECUTIVE CREATIVE DIRECTOR |
Stéphane SANTANA |
CLM BBDO |
EXECUTIVE CREATIVE DIRECTOR |
Clément PAYEN |
CLM BBDO |
CREATIVE |
Linnea KAVSJO |
CLM BBDO |
CREATIVE |
Julien SANSON |
BBDO PARIS |
HEAD OF PRODUCTION |
Morgane BOHN |
BBDO PARIS |
AGENCY PRODUCER |
Emmanuel DEVEZEAUX DE RANCOUGNE |
PROXIMITY PARIS |
VICE PRESIDENT |
Nicolas CARLOTTI |
CLM BBDO |
GROUP ACCOUNT DIRECTOR |
Lucie LAVRARD |
CLM BBDO |
ACCOUNT MANAGER |
Anaïs COURBEZ |
CLM BBDO |
ACCOUNT MANAGER |
Nicolas ORSONI |
PROXIMITY PARIS |
PLANNING DIRECTOR |
Gary FREEDMAN |
LA PAC |
DIRECTOR |
Jerome DENIS |
LA PAC |
PRODUCER |
Éric LIPCHITZ |
LA PAC |
LINE PRODUCER |
Jacob SWAN HYAM |
INDEPENDENT |
EXECUTIVE PRODUCER |
Mauro CHIARELLO |
LA PAC |
DOP |
THE |
THE |
SOUND DESIGN AND MIX |
Geoffroy SARDIN |
UBISOFT |
SALES AND MARKETING PRESIDENT |
Guillaume CARMONA |
UBISOFT |
VICE PRESIDENT MARKETING |
Sarah MOISON |
UBISOFT |
MARKETING ASSOCIATE DIRECTOR |
Julia CHOURGNOZ-VILLANO |
UBISOFT |
BRAND MANAGER |
Tell the jury anything relevant about the direction.
We didn’t want to just show people dancing, we wanted to make people think how extraordinary it is that we all do this one weird thing. Directed by award- winning director Gary Freedman (ranked 2nd highest awarded commercial director by the Gunn Report), and produced by La Pac, this film ended up being a cinematic study in human nature. We needed to show, in a visceral way that dance is emoted, not planned, so we didn’t cast professional dancers. Each dancer is an every-day person, caught in the moment, immersed in the beat and connected to each other by the freedom of dance. We researched different areas and took our crew into the dancers’ worlds. All to capture the real human truth of how extraordinary dancing is. The result: commercial that gives us a real reason to discover Just Dance-19 through the moments of truth that only dance can provide.
Write a short summary of what happens in the film
For the release of the video game Just Dance 2019, Ubisoft reveals the true reason why we all love dancing.
From the oldest to the youngest, and even those that haven’t been born yet, everyone has a beat inside them; a heartbeat. We are all driven by this rhythm waiting to get out. The spot starts with a couple in their 70’s in a retirement home, and moves back through different generations of dancers, each getting younger and younger, and each connected by the same human rhythm we all share.
Finally, the spot brings us to where it all starts; a baby who hasn’t’ even been born, but still shares this beat.
As the rhythm of Britney’s “Work work” synchronizes with the baby’s heartbeat, the punchline appears:
“It all starts with a beat”.
Cultural/Context information for the jury
The idea for the campaign came from an insight about dancing: that it’s in our innate human nature.
All humans have it, and it unites people from every group. For the release of Just Dance 2019, we wanted to create a film in celebration of this curious truth. That dancing is universal and crosses all generations and cultures. From the old, to the young, to those still in the womb. No matter your walk of life or your culture, we are more alike than different because we’re all driven by this beat inside us waiting to get out. It doesn’t matter whether you’re a great dancer or an average one, what really matters is the desire to express yourself and connect with the collective beat of humanity.