AMAZON - CLAIRE, AMAZON ECHO
| Title | AMAZON - CLAIRE, AMAZON ECHO |
| Brand | AMAZON |
| Product/Service | AMAZON ECHO |
| Category |
A08. Use of Licensed or Adapted Music |
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Entrant
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FF PARIS, FRANCE
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Idea Creation
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FF PARIS, FRANCE
|
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PR
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FF PARIS, FRANCE
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Production
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FF PARIS, FRANCE
|
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Production 2
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LA PAC Paris, FRANCE
|
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Production 3
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EDITORS Paris, FRANCE
|
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Production 4
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THE Paris, FRANCE
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Additional Company
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AMAZON London, UNITED KINGDOM
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Credits
| 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 |
Tell the jury about the choice of music track.
The music at the end of this film is the well-known hit song from 1967 : "J'aime les Filles" from Jacques Dutronc. On this popular song, the singer claims his love to every girl on earth, like a true Don Juan. The very "macho" undertones of the lyrics become interesting when played by a girl in the context of a coming out, stressing on the universality of love.
Write a short summary of what happens in the film
Claire, an 18 year-old high school student, 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. Amazon Echo becomes a facilitator for all the little moments of life, and adults too, an integral part of the home and able to bring members of a family closer together and not drive them away.
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.