In Cités we live the everyday life of various young people from the Parisian suburbs. Each episode (12 x 1 minute) illustrates the fact that, sometimes without knowing, there’s a connection between them, and other young French people. They share the same places (squares, roads, gyms, schools, etc) as well as the same passions (music, dance, gaming, etc) which are all directly inspired by France’s rich and unique cultural heritage. That of Edith Piaf, Albert Camus, Marivaux….
Cultural / Context information for the jury
Launched in October 2020, the objective of the Prime Video TikTok account was to attract a younger target audience of 13-20 year olds, on a platform where brands are still having difficulty adapting to the specific codes. There are many young people from the “banlieues”, the suburbs outside Paris, within this target group. These areas are commonly associated with the ills of French society and problems linked with immigration. And the young people who live there consequently seem disconnected from other youths in France. But, with TikTok, they can share a common space, where they can express themselves and interact with other people. For Prime Video this represented a great opportunity to share a whole new vision of youth today and convey a message of hope and inclusion.