Title	TOP OF THE BILL
Brand	BNP PARIBAS
Product/Service	BNP PARIBAS LOCAL BUSINESSES
Category	B05. Use of Ambient Media: Large Scale
Entrant	HUNGRY AND FOOLISH Paris, FRANCE
Idea Creation	HUNGRY AND FOOLISH Paris, FRANCE
Media Placement	HUNGRY AND FOOLISH Paris, FRANCE
Production	HUNGRY AND FOOLISH Paris, FRANCE
Post Production	HUNGRY AND FOOLISH Paris, FRANCE

Name	Company	Position
Pecard Alexandre	Hungry and Foolish	Account Director
Loïc Andriamiarina	Hungry and Foolish	Copywriter
Enguerran Barreau	Hungry and Foolish	Head of Strategy
Patricia Chemoul	Hungry and Foolish	Producer
Emmanuel François-Eugène	Hungry and Foolish	Creative Director
Caroline Guillier	Hungry and Foolish	Project Manager
Marcel Hartmann	Bandit Production	Photographer
Benoît Métivier	Hungry and Foolish	Art Director
Rage Man Rage Man	RYSK	Editor
Matthieu Reinartz	Hungry and Foolish	CEO

Why is this work relevant for Media?

The media we've used is unusual and original : during the lockdown, we've used billboards of closed cinemas to put shopkeepers on the top of the bill. It was a new way to offer them unprecedent visibilty in their neighborhood. More than 40 shopkeepers were featured on movies posters that transformed them into superstars : Cobblers, grocers, record store owners… A dozen of cinemas across Paris, Lyon, Nice, Cannes, Strasbourg and Dijon were refashioned.

Background

Since more than a year, the world has known one of its major health crisis. As a consequence, many countries, including France, had to declare lockdowns to break the epidemic. In France, cinemas have been closed for more than 8 months in the year. Shops seen as "unnecessary" have also been closed several times, for several months. As a consequence, people started to shop more and more online weakening the strong bond they had with their shops and craftspeople of their neighborhoods. During the whole year, shops, restaurants, hairdressers and many other have been facing enormous financial issues. That's why, more than ever, they need support from any type.

Describe the creative idea / insights (30% of vote)

To offer its shopkeepers unprecedented visibility, BNP Paribas, in partnership with the National Federation of French Cinemas has decided to use the billboards of closed cinemas to put them on the top of the bill. More than 40 shopkeepers were featured on movies posters that transformed them into superstars : Cobblers, grocers, record store owners… A dozen of cinemas across Paris, Lyon, Nice, Cannes, Strasbourg and Dijon were refashioned. To make the artwork look as authentic as possible, we worked with Cannes Film Festival photographer Marcel Hartmann and movie poster designer agency Rysk.

Describe the strategy (20% of vote)

BNP Paribas is involved in supporting small businesses of any kind since many years. Our target, small businesses (shops and craftspeople), is having one of its worst time in History. Even if some of them remain open, the measures taken to fight Covid-19 have narrowed down their especially if we consider the exceptional rise of online shopping during the period. The real stake here was to make the difference for the shops by telling to consumers to support their local businesses every day. City centre cinemas, which also suffer from the crises (closed for 9 months in total), are central places, in the heart of the cities. As they were facing the same difficulties, we took the opportunity to use their fronts in order to display local shopkeepers and craftspeople (all 500m close from each cinema). The operation took place in 6 big French cities.

Describe the execution (20% of vote)

The whole operation was produced in less than a month from BNP Paribas approval to the display on the cinemas. The first step was to determine which cinemas will participate. The help of the French Federation of Cinemas and big cinema companies like UGC or MK2 was decisive. 6 cities were chosen, throughout the country : Paris, Nice, Cannes, Strasbourg, Lyon and Dijon. The shooting took place in each city with the people selected within BNP Paribas’s clients. At total, 41 people were photographed by Marcel Hartmann (great Cannes Festival photographer). Once the pictures taken, Rysk, a specialist of film poster, created a dedicated creation for each shopkeeper or craftspeople. The posters were printed by the official film posters printer and displayed on cinemas in less than 3 days.

List the results (30% of vote)

The campaign knew a strong echo on social medias on the very day of the installation on the cinemas fronts. People shared visuals of the campaign and the machine was launched. Without even contacting them to deal a news, all major national TVs as TF1, M6, France Télévision, BFM, LCI and radios like RTL and Europe 1 talked about the campaign the day after it was displayed. With 0€ spent in medias, the campaign had exceptional results in social media as well : +3000 content published in 3 days, +25 million impressions in social media in 3 days, +40,000 interactions in less than 3 days. Very high engagement rates up to 17% depending on the network. A strong best case for the brand which never had such a strong press coverage in such a short time.