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High Five: Connecting through Creative Synchronisation

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Pierre-Marie Wudarski, creative sync and business developer at Cezame music agency, looks at five projects and brands that succeeded in bringing us together after a long time apart

High Five: Connecting through Creative Synchronisation

Returning to a world of communication after being a bit on our own with the pandemic, I thought it was interesting - and even essential - to bring back what links us, what brings us together. What could help us to create and maintain this link, despite the distance and our differences? How can we be together again, and how can we make things better? These campaigns connect with this idea either through the essence of the clients or through their messages...

Orange - 'Raingirl'

Agency: Publicis Conseil
Production: Diplomats
Post: Prodigious
Sound: Cezame

We use our smartphones a lot each day, and while being locked in, for many of us it was the only way to see people. Here we have a father making a fun video with his daughter for her working mother. We worked on this film and I love the chosen track, 'Party Town', composed by Laurent Couson, as it shows the creativity and possibilities of music libraries. It was originally made for a cabaret-like musical movie, and turned into a library music tune. It's not a genre much used in advertising and it was not easy to get the right mood without being too obvious with the music references.

SNCF - 'Pour Nous Tous - Hexagonal'

Agency: Publicis Conseil
Production: IC.
Post: Prodigious
Sound: Start-Rec

"Creative and inventors, great artists, great feminists, great mouths, great hearts, but above all great grumblers. Grandiloquent at times, with their guns blazing and their teeth in their mouths, but romantic like a 20-year-old Apollinaire. Elegant like no other, adorned in the finest finery. Dressed too stylishly, paraded in the Grand Palais. But above all, ready to march for equality, to declare rights for all men, for all women and for our little ones. Humanists to the core, human to the core. Cicadas on the tongue, the ocean on the lips, Maroilles in the mouth, sauerkraut in the teeth. We vibrate, we cry, we laugh, from the six corners of the country, we breathe the same wind. We are often pessimistic, in the face of adversity as well as in the face of our opponents. But this is not true, just look back. Supporters of the earth, lovers of the environment, of our forests, our plains, our seas. Blue-white-red, but every day greener. We are not static, we are progressive, we are not going to do it again. We are sometimes late, but we are not late, we are avant-garde. We are not uptight, we have a great sense of humour. We're not dishonest, we're just a bit paradoxical. We are not square, we are hexagonal."

A movie from SNCF, the French national railroad company. They created an original song written by French rapper, Gael Faye, using samples of the audio signatures used in every French station. The text is brilliant, about how we are all different but together, and how we could embrace and improve our French special tips in a moving modern world.  

La Poste - 'La Proximité c'est un Métier'

Agency: BETC Paris x Havas Paris
Production: LA/PAC
Sound: Tricatel

People used to write letters more than nowadays, so postal services were important to connect people. This service has changed since, and now people can buy anything, deliver anywhere and spread their products all around the world - but there are still people behind working hard for it. And this is why I love the use of this song 'Pipornithology Part II' from the French pianist, Chassol. With the rhythm and the whistles, it's like a giant ant hill working together for others - a lot of hands and energy for everyone and it's like you can hear it with the music choice.      

Ubisoft - 'Chicharron Run'

Agency: DDB Paris
Production: Stink
Post: Marine Crémer

Video games have become such a huge part of our lives, and are obviously a great way to connect and be together. I chose this 'FarCry' advertising because I love the idea of a rooster starting a revolution with an incredible mess around the city. The hybrid music from Mr Viktor especially created for the game - combining salsa with trap - perfectly matched with the chaos, is uplifting and makes you want to dance, and even bring together people who want to change things. Plus, in the game, there is a Macarena weapon throwing CDs at your enemies while playing 'La Macarena' cool is that!?

Nike - 'Never Settle, Never Done'

Agency: Wieden + Kennedy London
Production: Division

For this final ad, I chose this video to promote UEFA Euro Women 2022 from Nike. It encourages the future generation of girls playing football to not give up and enjoy the sport they love, like everyone else. It's great to see how big women's football has become, which is a sport long-considered more 'masculine'. There is a lot of attitude and fighting spirit with DJ Blaqstarr & Rye Rye's 'Shake It to the Ground'. There is a childish voice sounding  fun and positive - 'come outside and play' - but the beat is a bit aggressive, and it gives a totally other meaning to the pictures, like 'we take it seriously, it’s sport it’s not only a game’. It gives the right mood to the film!

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High Five, Wed, 27 Jul 2022 11:30:04 GMT