| Title | THE DANCER |
| Brand | VILEDA |
| Product/Service | VILEDA TURBO - STEAM XXL - 12 SPRAY MAX - ULTRAMAX |
| Category |
A03. Casting |
|
Entrant
|
HEREZIE Paris, FRANCE
|
|
Idea Creation
|
HEREZIE Paris, FRANCE
|
|
Production
|
GRANDMA Vilnius, LITHUANIA
|
Credits
| Andrea Stillacci |
HEREZIE |
Chief Executive Officer |
| Etienne Renaux |
HEREZIE |
Executive Creative Director |
| Paul Marty |
HEREZIE |
Executive Creative Director |
| Rodolphe Pinta |
HEREZIE |
Creative |
| Dimitri Boudnikoff |
HEREZIE |
Group Account Director |
| Marine Chenu |
HEREZIE |
Account Director |
| Tanya Kozlova |
HEREZIE |
Agency Producer |
| Markus Dietz |
VILEDA |
Marketing & Communications Director |
Write a short summary of what happens in the film
The film takes us on a journey through the different rooms in the house of the unexpected ballet dancer, Erik. It follows the rhythm of his dance steps. We see his movements and product demonstration in each room, because with a clean floor, you can really take full advantage of your house.
Tell the jury about the casting process.
The first decision in terms of casting was to opt for a man.
This may seem simple or even stupid, but, even in 2021, it’s still not common to present a man as the face of a cleaning brand. But we didn’t want to make yet another dance film with the cliché of the perfect dancer. We wanted to do something different, something unprecedented. And Erik was the perfect candidate: 27, a gay icon, and an usual body type for a ballet dancer. His passion and devotion and his incredible dance skills quickly convinced us. From the very first seconds of the film, the viewer can only say: “Wow, I’ve never seen anything like that before!”.
The auditions took place remotely as production took place in the middle of the Covid pandemic and we communicated with Erik via Teams and received his first tests in the form of short videos.