THE BEAT

TitleTHE BEAT
BrandUBISOFT
Product/ServiceJUST DANCE 2019
Category A08. Leisure
Entrant UBISOFT Paris, FRANCE
Idea Creation CLM BBDO Paris, FRANCE
Idea Creation 2 PROXIMITY Boulogne-Billancourt, FRANCE
PR CLM BBDO Paris, FRANCE
PR 2 PROXIMITY Boulogne-Billancourt, FRANCE
Production LA PAC Paris, FRANCE
Credits
Name Company Position
Matthieu ELKAIM BBDO PARIS CHIEF CREATIVE OFFICER
Benjamin DESSAGNE CLM BBDO EXECUTIVE CREATIVE DIRECTOR
Stéphane SANTANA CLM BBDO EXECUTIVE CREATIVE DIRECTOR
Clément PAYEN CLM BBDO CREATIVE
Linnea KAVSJO CLM BBDO CREATIVE
Julien SANSON BBDO PARIS HEAD OF PRODUCTION
Morgane BOHN BBDO PARIS AGENCY PRODUCER
Emmanuel DEVEZEAUX DE RANCOUGNE PROXIMITY PARIS VICE PRESIDENT
Nicolas CARLOTTI CLM BBDO GROUP ACCOUNT DIRECTOR
Lucie LAVRARD CLM BBDO ACCOUNT MANAGER
Anaïs COURBEZ CLM BBDO ACCOUNT MANAGER
Nicolas ORSONI PROXIMITY PARIS PLANNING DIRECTOR
Gary FREEDMAN LA PAC DIRECTOR
Jerome DENIS LA PAC PRODUCER
Éric LIPCHITZ LA PAC LINE PRODUCER
Jacob SWAN HYAM INDEPENDENT EXECUTIVE PRODUCER
Mauro CHIARELLO LA PAC DOP
THE THE SOUND DESIGN AND MIX
Geoffroy SARDIN UBISOFT SALES AND MARKETING PRESIDENT
Guillaume CARMONA UBISOFT VICE PRESIDENT MARKETING
Sarah MOISON UBISOFT MARKETING ASSOCIATE DIRECTOR
Julia CHOURGNOZ-VILLANO UBISOFT BRAND MANAGER

Write a short summary of what happens in the film

For the release of the video game Just Dance 2019, Ubisoft reveals the true reason why we all love dancing. From the oldest to the youngest, and even those that haven’t been born yet, everyone has a beat inside them; a heartbeat. We are all driven by this rhythm waiting to get out. The spot starts with a couple in their 70’s in a retirement home, and moves back through different generations of dancers, each getting younger and younger, and each connected by the same human rhythm we all share. Finally, the spot brings us to where it all starts; a baby who hasn’t’ even been born, but still shares this beat. As the rhythm of Britney’s “Work work” synchronizes with the baby’s heartbeat, the punchline appears: “It all starts with a beat”.

Cultural/Context information for the jury

The idea for the campaign came from an insight about dancing: that it’s in our innate human nature. All humans have it, and it unites people from every group. For the release of Just Dance 2019, we wanted to create a film in celebration of this curious truth. That dancing is universal and crosses all generations and cultures. From the old, to the young, to those still in the womb. No matter your walk of life or your culture, we are more alike than different because we’re all driven by this beat inside us waiting to get out. It doesn’t matter whether you’re a great dancer or an average one, what really matters is the desire to express yourself and connect with the collective beat of humanity.