| Title | KEEP CHRISTMAS WONDERFUL |
| Brand | ORANGE |
| Product/Service | CHRISTMAS GIFTS COLLECTION |
| Category |
E05. Use of Licenced or Adapted Music for a Brand or Campaign |
|
Entrant
|
PUBLICIS CONSEIL Paris, FRANCE
|
|
Idea Creation
|
PUBLICIS CONSEIL Paris, FRANCE
|
|
Production
|
ICONOCLAST Paris, FRANCE
|
|
Production 2
|
MATHEMATIC Paris, FRANCE
|
|
Production 3
|
PRODIGIOUS Paris, FRANCE
|
|
Production 4
|
750MPH London, UNITED KINGDOM
|
|
Additional Company
|
ORANGE Arcueil, FRANCE
|
Credits
| Fabrice Delacourt |
PUBLICIS CONSEIL |
Executive Creative Director |
| Kevin Salembier |
PUBLICIS CONSEIL |
Creative - Copywriter |
| Julien Boissinot |
PUBLICIS CONSEIL |
Creative - Art Director |
| Benjamin Auberdiac |
PUBLICIS CONSEIL |
TV Producer |
| MEGAFORCE MEGAFORCE |
ICONOCLAST |
Directors |
| Nathalie Le Caer |
ICONOCLAST |
Executive Producer |
| Arnaud Potier |
ICONOCLAST |
Director Of Photography |
| Marie Wallet |
PUBLICIS CONSEIL |
Executive Director |
| Anne Dauvé |
PUBLICIS CONSEIL |
Business Director |
| Emilie Jeanneau |
PUBLICIS CONSEIL |
Account Director |
| Sherelle Ramire |
PUBLICIS CONSEIL |
Account Executive |
| Damien Sabatier |
PUBLICIS CONSEIL |
Planning Manager |
| Lucie Puybonnieux |
PUBLICIS CONSEIL |
Assistant Art Director |
| Alexandre Perdereau |
PUBLICIS CONSEIL |
Assistant Art Director |
| Alexia Levy |
ICONOCLAST |
Line Producer |
| Marco Puig |
ICONOCLAST |
Production Designer |
| Sophie Fourdrinoy |
ICONOCLAST |
Editor |
| Frederic Brandon |
Mathematic |
VFX Supervisor / Lead Artist |
| Coralie Rose |
ICONOCLAST |
Casting |
| Lise Bouquet |
ICONOCLAST |
Styling |
| Laura Warnault |
Mathematic |
Post Producer |
| Franck-Hervé Marc |
Prodigious Films |
Post Production |
| Mathieu Caplanne |
ICONOCLAST |
Grading |
| Sam Ashwell |
750MPH |
Sound Design Arrangement |
| Boris Nicou |
Prodigious Films |
Sound Studio |
| Joel Tessonneau |
Prodigious Films |
Sound Studio |
| Alex Firla |
Prodigious Films |
Sound Engineer |
| Gaëlle Le Vu |
ORANGE |
Brand Manager |
| Quentin Delobelle |
ORANGE |
Brand Manager |
| Annabel Salesa |
ORANGE |
Brand Manager |
| Laurence Pagny |
ORANGE |
Brand Manager |
| Bruce Hoang |
ORANGE |
Brand Manager |
| Ombline Thomine-Desmazures |
ORANGE |
Brand Manager |
| Nathalie Laudat |
ORANGE |
Brand Manager |
| Kadija Hemici |
ORANGE |
Brand Manager |
| Caroline Fortabat |
ORANGE |
Brand Manager |
| Laurence Poucan |
ORANGE |
Brand Manager |
| Vrej Minassian |
ORANGE |
Brand Manager |
Why is this work relevant for Entertainment?
In direct link with the christmas period, the characters of the commercial are singing a christmas classic "It's the most wonderful time of the year" by Andy Williams. All that while struggling in their christmas preparation. The sarcasm of those 2 elements combined is at the core of the film creative twist and idea.
For this reason, the licensed music is really part of the film's concept & idea here.
But this licensed music is also decisive for the craft. In this film, the whole direction, cinematography & editing work is based on the song's lyrics. The script has also
Background
As for many brands at this time of the year, there is a double objective for any Xmas campaign.
A sales objective: related to gifts that we offer during holidays.
And a brand image objective: Xmas is a crucial time to strengthen proximity between brand and its audience.
The challenge was real, because even if brands objectives are rather close for Xmas, it is necessary to establish a different territory and storytelling in order to emerge between all these communications.
Describe the creative idea
A brand has to maintained an honest speech if it wants to be closer to its audience. We tried to raise a sincere and a conniving eye on annual celebrations. Between mall shopping, getting the meal ready, family reunions and all related anxiety…if we are honest, Xmas is far from being an easy period.
But there is a moment when anybody can find again this Xmas wonder: The gifts moment. Gifts have the power to make us forget all inconveniences endured during this period. Especially Orange's gifts.
Describe the strategy
In direct link with the christmas period, the characters of the commercial are singing a christmas classic "It's the most wonderful time of the year" by Andy Williams. All that while struggling in their christmas preparation. The sarcasm of those 2 elements combined is at the core of the film creative twist and idea.
For this reason, the licensed music is really part of the film's concept & idea here.
But this licensed music is also decisive for the craft. In this film, the whole direction, cinematography & editing work is based on the song's lyrics. The script has also been written based on the song's lyrics.
Describe the execution
Tv/ Cinema / Online
Massively released in France during the Christmas season from November 15th, to December 23th 2018
1400 GRPs