UGLY IN THE 90S

Bronze Eurobest
ClientSKODA FRANCE
Category B05. Automotive
TitleUGLY IN THE 90S
Product/ServiceSKODA
Entrant ROSAPARK Paris, FRANCE
Idea Creation ROSAPARK Paris, FRANCE
Production BIG PRODUCTIONS Paris, FRANCE
Credits
Name Company Position
Gilles Fichteberg ROSAPARK Co-founder Chief Creative Officer
Jean-François Sacco ROSAPARK Co-founder Chief Creative Officer
Jean-Patrick Chiquiar ROSAPARK Co-Founder
Julien Perrard ROSAPARK Copywriter
Nicolas Hurez ROSAPARK Art Director
Jean Baptiste Saurel BIG PRODUCTIONS Director
Sacha Lacroix ROSAPARK Managing Director
Julien Quidor dit Pasquet ROSAPARK Group Account Director
Alexandre Ribichesu ROSAPARK Senior Strategic Planner
Thomas Vincenti ROSAPARK Account Executive
Elodie Jonquille ROSAPARK Agency TV Producer
Justine Dudognon ROSAPARK Agency Producer
Mélanie Colleou ROSAPARK PR Contact
Kasia Staniaszek Big Productions Producer
Driss Lumbroso Big Productions Production Manager
Paul Barrocas SKODA FRANCE Marketing Director
Marie-Charlotte Bosvieux SKODA FRANCE Client Supervisor
Céline Hahn SKODA FRANCE Client Supervisor
Stéphanie Cantau SKODA FRANCE Client Supervisor
Technotronic n/a Music

Write a short summary of what happens in the film

The film is a series of portraits of typical people from the 90s. The haircuts, looks, make-up and decors all take us back to the era and we realize just how ugly everything was: tie-dye t-shirts, baggy short sleeved shirts, mullet haircuts, etc. At the end, the supers appear: We weren’t the only ugly ones in the 90s. New collection. New models. Discover the modern day Skoda.

Cultural/Context information for the jury

Over the last few years, Skoda has totally revolutionized its designs and models. But, in France, consumers still think of the unattractive models that the brand produced for years, associating them with Eastern European cars in the 90s. With a healthy dose of self-mockery, we had to argue against this paradox and change people’s minds. We needed them to realize that these days Skodas are superb.