Title	AMAZON - CLAIRE, AMAZON ECHO
Brand	AMAZON
Product/Service	AMAZON ECHO
Category	A02. Script
Entrant	FF PARIS, FRANCE
Idea Creation	FF PARIS, FRANCE
PR	FF PARIS, FRANCE
Production	FF PARIS, FRANCE
Production 2	LA PAC Paris, FRANCE
Production 3	EDITORS Paris, FRANCE
Production 4	THE Paris, FRANCE
Additional Company	AMAZON London, UNITED KINGDOM

Name	Company	Position
Fred Raillard	FF	Co-founder and CEO
Farid Mokart	FF	Co-founder and CEO
Olivier Lefebvre	FF Paris	Executive Creative Director
Etienne Renaux	FF Paris	Associate Creative Director
Gauthier Lempereur	FF Paris	Copywriter
Lise Renoir	FF Paris	Art Director
Seydi Barak	FF Paris	Producer
Lionel Benbassat	FF Paris	Managing Director
Milia Yalioua	FF Paris	Account Director
Xavier Giannoli	La Pac	Director
Yorick Le Saux	La Pac	DOP
Anne-Sophie Bion	La Pac	Editor
Delphine Guerin	La Pac	Executive Producer

Provide the full film script in English.

AMAZON ECHO SCRIPT - CLAIRE SEQ 1 / Claire's room We discover Claire sitting in the frame of a window. She's trying to write. On her pad we read "Dear Parents..." She suddenly looks up because she hears a voice in the distance, from another room in the house. She seems surprised. SEQ 2 / Kitchen Claire arrives in the kitchen. She asks: "Who is this voice? "because she doesn't know Alexa's voice yet. Her parents have just unpacked an Amazon Echo and are busy beside the object, the mother still has the box in her hands. The father replies, very enthusiastic: "It's Amazon Echo! Look... » He leans towards the device, as if he was about to ask a question but the mother precedes him, a smile in her voice: "Alexa, is it going to rain today? » Claire watches the Echo respond with astonishment. Alexa: "There is a good chance of rain in Nantes today. » SEQ 3 / Bus A bus crosses a French provincial landscape. Claire just got on the bus with an umbrella in her hand. She smiles at a girl her age and sits next to her. Her friend asks her "Are you all right?" as Claire snuggled up under her arm. They look at each other with tenderness. Claire doesn't answer. Her girlfriend kisses him on the forehead and adds, "Did you tell them? » Claire nods, as if she were annoyed. SEQ 4 / House - Living room Claire goes down the stairs of the living room and rushes in front of the mirror in the entrance to finish putting on her make-up. She's elegant. She made herself beautiful, in a dress and styled with care, as if to go out. Her mother arrives behind her and asks her with malice: "Are you late? » Claire answers: "Yes," then adds, without stopping preparing: "Alexa, what time is it?" Alexa answers: "It's 8:32 p. m. » The mother smiles kindly as she asks: "And what's his name? » Claire sighs, looking up to the sky, without answering. SEQ 5 / Cinema We meet Claire at the cinema, with her girlfriend. Without taking their eyes off the screen, they lovingly hold hands. Claire smiles, they're in love and don't hide. SEQ 6 / House Claire's father walks through the living room with a crate of apples towards the kitchen. Claire grabs an apple as he walks past her. He exclaims: "Alexa, get me an apple pie recipe! » Claire goes up to her room while Alexa answers: "I have a recipe for apple pie... » SEQ 7 / House - Bedroom Claire writes on a page in her block... She underlines with one stroke a sentence that stands out from the others: "I prefer girls". Claire raises her head, thoughtful. A smile gradually spreads over her lips. She has an idea. SEQ 8 / House - Living room Claire arrives in the living room while her parents are setting the table for dinner. They put the apple pie between the cutlery. The father said, busy, "Alexa, turn on the light. » The lights are on. Claire, a little far from the table, takes a deep breath and launches out: "Dad, Mom... I have something to tell you. » Her parents look up, surprised but attentive. Tension is building. Claire then turned to the Amazon Echo, decided. She says: "Alexa, start my music again. "The Amazon Echo then launches Jacques Dutronc's famous music, as if to complete Claire's speech: "I like girls from Castel's. I like girls from Regine's.... » Claire is waiting, she knows they'll soon understand. The parents look at it, listen to it... they gradually realize as the song continues: "I like the girls we see in Elle..." The mother smiles tenderly at her daughter, modest. The father straightens up, surprised, a little uncomfortable. Claire raises her head with pride. Packshot of the Amazon Echo in the living room, still playing Jacques Dutronc. VO: "At your side for all the little moments of life. And so do the grown-ups. Discover the all-new Echo by Amazon. »

Cultural/Context information for the jury

In June 2018, the agency is taking part in launch of the Amazon Echo smart speaker in France via a TV film, in the middle of the Pride month. In a country like France where the subject of homosexuality is still being debated, coming out is an an important step for every young homosexual, and it’s often difficult to find the right words to announce it to their family and friends. The vocation of the Amazon Echo -via the Alexa artificial intelligence- is to gather and reconnect families through a technology integrated into the life of a household: keeping hands and eyes free. This is how Claire, an 18 year-old high school student, who doesn't know how to come out to her parents, will get accustomed to using Alexa, and find a way to come out thanks to one of the device's features. From June 6th 2018 to July 22nd 2018, a massive TV and OLV plan was implemented in France. All major TV channels (TF1, M6, Canal+, C8, etc) were targeted with 5860 spots aired with a wide audience. On digital platforms only, we accounted for 39 973 505 impressions. It went along with a print and social campaign showcasing differents skills of the products.