|Category||B02. Use of Ambient Media: Small Scale|
|Entrant||McCANN PARIS, FRANCE|
|Idea Creation||McCANN PARIS, FRANCE|
|PR||WEBER SHANDWICK Paris, FRANCE|
|Production||LES IMPRODUCTIBLES Paris, FRANCE|
|Additional Company||M STORIES Paris, FRANCE|
|Adrian Botan||McCann WorldGroup Europe||Global Executive Creative Director|
|Riccardo Fregoso||McCann Paris||Executive Creative Director|
|Julien Chiapolini||McCann Paris||Executive Creative Director|
|Sebastien Boutebel||McCann Paris||Creative Director|
|Guy Lewis||McCann Paris||Creative Director|
|Cesar Garcia||McCann Paris||Senior Art Director|
|Julio Alvarez||McCann Paris||Senior Copywriter|
|Mateo Fernandez||McCann Paris||Art Director|
|Clara Bazin-Vinson||McCann Paris||Art Director|
|Adrien Lavayssiere||McCann Paris||Art Director|
|Claire Pages||McCann Paris||Copywriter|
|Carmen Bistrian||McCann WorldGroup Europe||Creative Excellence Manager Europe|
|Esmee Khoujlani||McCann Paris||Creative Excellence Manager Paris|
|Bruno Tallent||McCann Paris||Chief Executive Officer|
|Cedric Vanhoutte||McCann Paris||VP, Global Business Leader|
|Erik Bertin||McCann Paris||Deputy General Manager in charge of Strategy|
|Palmyre Betremieux||McCann Paris||Strategic Planner|
|Lionel Courtiaud||McCann Paris||Head of TV|
|Matthieu Tombarelle||McCann Paris||TV Producer|
|Valentin Audubon||McCann Paris||Motion designer|
|Jefferson Lellouche||McCann Paris||Content Producer|
|Arnaud Pochebonne||Weber Shandwick France||Executive Vice President|
|Eloi Asseline||Weber Shandwick France||Senior Vice President|
|Emilie Barrail||Weber Shandwick France||Account Director|
|Cecile Pochard||Weber Shandwick France||Senior Associate|
|Gilles Beaujean||M’ Stories||Account Director|
|Alexandre Tissot||Les Improductibles||Director|
|Aurelie Chevalier||Les Improductibles||Producer|
|Romain Manson||Les Improductibles||Producer|
|Axel Balakrishnan||Les Improductibles||Assistant Director|
Why is this work relevant for Direct?Bordeaux 2050 was created to counter the lack of global action against global warming. Today, a large majority of governments do not take the necessary steps to act on it. Tangible proof was needed. The vintage was presented during a seemingly ordinary wine-tasting event at the Paris Museum of Wine, gathering key decision makers, who have a major influence on the course of climate change. By distilling abstract data of climate change into a brand of wine that people can hold and savor, Bordeaux 2050 literally put the responsibility of the future of our environment in their hands.
BackgroundIt's a consensus in the scientific community that climate change will have increasingly drastic effects on the environment. Despite this fact, a large majority of governments do not take the necessary steps to prevent it from happening. The French Association of Journalists for the Environment is actively involved in drawing attention to the issue.This is difficult in the current media landscape, which is saturated with conflicting messages and fake news that typically comes with political bias. Their goal was to create a tangible demonstration of the future effects of global warming in a way that would resonate with people. Wine is a beloved part of French culture, which is globally renowned, but more importantly is also something that will be very negatively effected by climate change. They wanted to highlight this fact – and it was quickly determined it could done in a way much more compelling than conventional media.
Describe the creative ideaTo give people the real taste of global warming, we decided to launch a new wine: we created Bordeaux 2050. We partnered with researchers, scientists and wine experts, who used climate and weather data projection on the next 30 years to simulate the exact taste of a Bordeaux grown in 2050, if climate conditions don't improve. The result is a diminished, bitter, unpleasant taste that forces people to viscerally experience the future consequences of global warming. By appealing to reason through our most indulgent sense, the result is emotional and terrifying but ultimately inspiring. It takes just a few sips to make people understand clearly that Bordeaux 2050 is not just a wine: it's the symbol of our responsibility as human beings. If we don't insist on sustainable practices from our government, our industries and most importantly ourselves, the world heritage as we know it will be lost.
Describe the strategyOur starting point was a lack of consideration regarding climate change consequences. Despite worldwide awareness of global warming,in the two biggest CO2 emitter countries, only 56% of Americans and 18% of Chinese consider climate change as a major threat. As an average increase of 2°C over decades is not perceptible by the human body, people ignore the increasingly disastrous impacts on the environment already happening today. The French Association of Journalists for the Environment needed to make global warming more than just another news headline. We aimed to make it tangible and relatable to people. Our goal was to create a tangible proof of the future effects of global warming. This had to resonate emotionally with people in their present life, to make them realize the concrete consequences climate change will have on their life, and make them understand the urgency to take action.
Describe the executionThe first step was working with climatologists to gather weather data on the next thirty years. The second was partnering with oenologists and scientists to determine how that data effects wine made in Bordeaux. The third step was creating Bordeaux 2050 by making it with grapes from parts of the world that are already exposed to those extreme conditions. The result was an inferior composition: 2 to 4 degrees heat waves diminished the aroma, drought gave a bitter and drier taste and devastating frost and hailstorms caused fruit wastage. The special vintage of 400 bottles was sent to key-decision makers and climate skeptics. It was launched in the Museum of Wine in Paris with an event that gathered journalists, scientists, sommeliers as well as influential French politicians. Bordeaux 2050 emphasizes the evidence of climate change threat as it is distilled, packaged and branded into an object of beloved world heritage.
List the resultsBordeaux 2050 triggered a global conversation about the urgency to take action for the environment. It had a direct effect on government as well as public and private industry decision makers. Following the launch event, the French Association of Journalists for the Environment received support from the UN Climate Change Executive Secretary Patricia Espinosa. The association saw its funding by donations increase by 14%, its social media mentions by 27%. The launch generated 500 million organic impressions from outlets such as the Huffington Post, L'Express, Le Figaro, Franceinfo, and Science and Future. It received over 100 000 mentions on Facebook, Instagram and Twitter. A breakthrough moment happened when the growing social media conversation inciting key politicians and companies to reconsider their stance and commitment on climate change.
Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work.
The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.
PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.