Title | BEYOND SKIN |
Brand | LA ROCHE POSAY |
Product/Service | LA ROCHE POSAY |
Category |
A03. Casting |
Entrant
|
BETC Paris, FRANCE
|
Idea Creation
|
BETC Paris, FRANCE
|
Production
|
CAVIAR Paris, FRANCE
|
Production 2
|
GUM Paris, FRANCE
|
Credits
Antoinette Beatson |
BETC |
ECD |
Lauren Haberfield |
BETC |
Art Director |
Donya Bouzarjomehri |
BETC |
Copywriter |
Margaux Gutmann |
BETC |
Assistant Art Director |
Christophe Caurret |
BETC |
Music creative director |
Antoine Pivard |
BETC |
Strategic Planning |
Juliette Ragagnon |
BETC |
Strategic Planning |
Mailys Ducourneau |
BETC |
Strategic Planning |
Laure Denizot |
BETC |
Agency Producer |
Lucy Lescombe |
NA |
Director |
Mercedes Erra |
BETC |
Agency Management |
Anne-Laure Brunner |
BETC |
Agency Management |
Béatrice Ruty |
BETC |
Agency Management |
Damien Clanet |
BETC |
Agency Management |
Manon Roux |
BETC |
Agency Management |
Laetitia Toupet |
La Roche Posay |
Brand Management |
Othman Bennis |
La Roche Posay |
Brand Management |
Lea Deramo |
La Roche Posay |
Brand Management |
Andra Voinea |
La Roche Posay |
Brand Management |
Write a short summary of what happens in the film
The ‘Beyond Skin’ film is a promise to the 1.9 billion people who have skin issues that they are not alone in fighting their battle for healthy skin. The film, featuring real people of all ages, genders and ethnicities brings to light the long overlooked impact skin issues have on life, to show that behind every single one of them are people suffering from feelings of isolation, self-doubt and anxiety.
By showing raw skin alongside raw insights, the film breaks away from the traditional ‘perfect skin’ beauty codes to reveal the gravitas of the issue and the importance of a brand, such as La Roche Posay, to take a stand and fight alongside people everyday, for their right to healthy skin.
Tell the jury about the casting process.
As advertising has traditionally ostracised anything but perfectly skinned models, it took us a month to find our cast of non-actors with active skin issues, having to dive into online skin support communities and social media groups. With skin issues long being linked to low self-esteem, it was a challenge to find people brave enough to bare their skin and accept however it looked on the day without make-up or retouching.
We saw over 291 people, who were proud of the idea of seeing people like themselves represented in skincare advertising. We worked hard to make the casting process a supportive space knowing that it would be their first time and talking about issues that had caused them pain.
It was crucial that we cast a range of people different audiences could identify with, showcasing multiple problems including acne, eczema, scars and allergies as well as multiple ethnicities and ages.