GEORGES BRASSENS "LES PASSANTES"
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
|
Credits
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.