Title	LIVING OBJECTS
Brand	MUSÉE DE LA GRANDE GUERRE
Product/Service	MUSÉE DE LA GRANDE GUERRE
Category	D09. Immersive Experiences
Entrant	DDB PARIS, FRANCE
Idea Creation	DDB PARIS, FRANCE
Production	STUDIO 5 Paris, FRANCE

Name	Company	Position
Alexander Kalchev	DDB Paris	Executive Creative Director
Jean-François Bouchet	DDB Paris	Senior Copywriter
Emmanuel Courteau	DDB Paris	Senior Art Director
Paul Ducré	DDB Paris	Managing Director
Alexandra Lair	DDB Paris	Account Executive
Marc Da Cunha Lopes	-	Photographer & Director
Cédric Boit	Studio 5	Sound Production
Clément Reynaud	Studio 5	Sound Production
Marine Cremer	Studio 5	Sound Production
Angélique Laffond	Studio 5	Sound Producer
Alexandre Vicart	Studio 5	Sound Engineer
Raphaëlle Thibaut	-	Composer
Aurélie Perreten	Musée de la Grande Guerre	Director of museum
Elena Le Gall	Musée de la Grande Guerre	Director of museum

Write a short summary of what happens in the digital or ambient execution or campaign.

To promote the Museum of the Great War, we changed authentic vintage objects into the very last witnesses of WW1. By giving them a voice. Litteraly. Like Louise & Auguste's bed, displayed in Paris' Eastern railway station. This early 20th Century wedding bed was exhibited in the station's main hall, on a black stage. It was quite incongruous for something usually seen in a private context. But this bed had something to tell, more than to show. People were encouraged to put on earphones and listen to its moving testimony. Its story was in fact Louise and Auguste's story. A couple torn away by war, on August 1914. But the story was told from the bed's point of view: it had realized, at this time, how big, desperatly big it was. A simple and direct way to turn History into human stories.

Cultural / Context information for the jury

3 things to know: Studies have proved that in History, nothing is more powerful than a direct testimony, but the last WW1 veteran passed away in 2012. So there were no more witnesses of this tragic era. For 70 years (3 generations), French people have only known peace on the national territory, so today, it is hard for them to understand what war can be. It is hard for them to realize what their own great grandparents endured a century ago. The "Living Objects" campaign was created in that specific context. More over, Paris' Eastern railway station, where we displayed Louise & Auguste's bed, was not any station: in 1914, it was the one where so many French men took the train to the front. And also the one, nowadays, that serves the museum's city in 20 minutes.