Title | "HEAT" |
Brand | NESTLÉ WATERS |
Product/Service | PERRIER |
Category |
A01. Direction |
Entrant
|
GANG FILMS Paris, FRANCE
|
Idea Creation
|
GANG FILMS Paris, FRANCE
|
Production
|
GANG FILMS Paris, FRANCE
|
Production 2
|
INDEPENDENT London, UNITED KINGDOM
|
Credits
ALEXIS BENOIT |
OGILVY PARIS |
Creative Director |
Write a short summary of what happens in the film
The new film depicts an over-heated world, symbolized by a sunbaked city with its inhabitants
sheltering from the heat. A strong, modern woman - a conqueror - arrives on horseback, carrying
the ultimate refreshment. The iconic “pschitt” sound in this allegorical world reverberates through
the city, attracting the attention of inhabitants, and a spectacular chase ensues through the
streets, a car park, over rooftops, as they attempt to grab the bottle, and to finally the ultimate
refreshment. The video ends up with a shot of the heroine, who, having managed to keep hold
of the bottle, then quenches her thirst, revealing the reason for her conquest to the eyes of this
metaphorical world’s inhabitants: she is bearing life, and with it the hope of humanity.
Cultural / Context information for the jury
This campaign is a renaissance for Perrier, it’s the proof Perrier has never be more relevant than today. It’s the perfect match between the brand’s cultural and creative heritage and its conscience of the world being overheated. At the end it’s a strong message of hope and optimism, the message that every generation has an opportunity to live their life to the full.
Tell the jury anything relevant about the direction. Do not name the director.
Historically, PERRIER has always had an avant-garde vision of creativity. The work done for this new saga perfectly illustrates this approach, with an advert that breaks from the norm, taking the viewer on an allegorical journey. The choice of script, colors, music and sets helps to create this resolutely pop culture and entertaining universe. This project has been infused with style and energy.