Title	GEORGES BRASSENS "LES PASSANTES"
Brand	UNIVERSAL MUSIC GROUP
Product/Service	VIDEO CLIP
Category	A04. Production Design / Art Direction
Entrant	HAVAS Paris, FRANCE
Idea Creation	HAVAS Paris, FRANCE
Production	ICONOCLAST Paris, FRANCE
Production 2	HRCLS Paris, FRANCE
Additional Company	UNIVERSAL MUSIC FRANCE Paris, FRANCE

Name	Company	Position
Thibault Kuhlmann	Universal Music & Brands	General Manager
Alice Bonnet	Universal Music & Brands	Projects manager
Natacha Krantz	Mercury Music France	General Manager Mercury Music France
Christophe Coffre	Havas Paris	Chief Creative Officer
Thierry Grouleaud	Havas Paris	Deputy General Director
Virginie Meldener	Havas Paris	TV Producer
Charlotte Abramow	Iconoclast	Photograph and Director
Quentin DE LAMARZELLE	Iconoclast	Head Operator
Arthur CATTON	Iconoclast	Producer
Nizar El Tayeb	Iconoclast	Producer

Tell the jury about the production design/art direction.

Deconstruct clichés with humor, overturn taboos with subtlety, make people smile but also reflect… these are the goals of this video, featuring a series of minimalist shots and intimate portraits of women, both engaging and elegant. Using vibrant and colorful visuals, this music video breathes modernity into a classic French song and portrays women in all their diversity. By playfully presenting a series of stylized vulvas, wrinkles, menstruation and cellulite, it uproots diktats by celebrating the parts of womanhood that society refuses to see.

Write a short summary of what happens in the film

“Les Passantes”, a French poem written by Antoine Pol and later sung by Georges Brassens, was reimagined in video form, a visual ode to women, their freedom, and their diversity. Director Charlotte Abramow wanted to represent women of all shapes and forms, showing a variety of bodies, skin colors, ages, and professions. She also wanted to depict taboos and debunk them with humor, making the viewer question and reflect on these conventions. It was important for her to highlight that there should be no barriers for women and no preconceived judgments about them. All women must be able to express themselves, be represented, and be free to make their own choices.

Cultural/Context information for the jury

We're all very well aware of the whole context around women that occurred after the Weinstein scandal, liberating the women’s voice on sexual harassment and bringing back the debate on human equality. France was no stranger to this worldwide phenomenon, both with its own share of accusations and scandals, and women’s actions. This campaign for Universal Music back catalogue was our joint demonstration of support to the #MeToo #BalanceTonPorc (“call out your pig”) #ItsTime movements. It combines a cultural French heritage that is an ode to femininity (the song) with the modern eye of a very trendy millennial and feminist director (Charlotte Abramow). We created a music video promoting all women at their best, most natural and true selves; never expecting that the unbelievable and retrograde rules of digital and social media on women’s body representation would become a constraint to the campaign’s broadcast, especially on International Women’s Right Day.