Title	CRACK THE AUREBESH
Brand	PATHÉ
Product/Service	STAR WARS
Category	E01. Standard Sites
Entrant	FRED & FARID PARIS, FRANCE
Idea Creation	FRED & FARID PARIS, FRANCE

Name	Company	Position
Fred & Farid .	Fred & Farid	Chief Creative Officers
Olivier Lefebvre	Fred & Farid Paris	President
Olivier Lefebvre	Fred & Farid Paris	President
Séverine Autret	Fred & Farid Paris	Managing Director
Yann Rougeron	Fred & Farid Paris	Creative
Yann Rougeron	Fred & Farid Paris	Creative
Matthieu Nourisson	Fred & Farid Paris	Creative

Cultural / Context information for the jury

French cinema group Cinémas Pathé Gaumont is the largest cinema network in Europe, with 111 theaters in 5 countries. Since their creation in 1896, the group has always placed great importance on all unconditional cinema lovers. So, for the worldwide release of the latest episode of Star Wars, Rise of Skywalker, on December 17, Pathé Gaumont Cinemas wanted to offer all the preview tickets they had to those who deserve it the most: the Saga's most devoted fans.

Please outline the innovative elements of the work

The Crack the Aurebesh campaign is aimed at a very small segment of the population; the most dedicated fans of the Star Wars universe, regardless of age. To approach this target and understand their culture, we knew you needed to speak the same language. It is in this notion that lies all the subtlety of this campaign, because we used the symbols of the Aurebesh alphabet created by Georges Lucas in 1973 to encrypt a message that we broadcast on all the brand's offline and online contact points. Once cracked and translated, this mysterious message, aimed at real Star Wars fans delivered simple instructions to get an exclusive preview slot. Allowing the brand to pay tribute to the Star Wars community by giving them an exclusive opportunity to be one of the first to discover, 43 years after its debut, the final outcome of the iconic Saga.