Title	TOP OF THE BILL
Brand	BNP PARIBAS
Product/Service	BNP PARIBAS LOCAL BUSINESSES
Category	E02. Ambient Outdoor
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

Cultural / Context information for the jury

The context was the same in almost all European countries : it was during the lockdown. In France, all cultural monuments and cinemas were closed, only "essential shops" remained open. 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 needed support from any type.

Please outline the innovative elements of the work

The innovation here is to use cinema's billboards to put small shopkeepers and craftpeople at the top of the bill, in their neighborhood. For the first time, French people could see their hairdresser, their baker, their bookseller... at the top of bill ! Those shopkeepers who've been through the hardest times have been pictured by Marcel Hartmann who usually takes photos on red carpet, and then Rage Man (Rysk Studio) has done the editing. The innovative elements here is not only the media used (cinema's billboards) but also the strong message to support small businesses community.