High Five: France
Kicking off High Five France is Olivier Altmann, co-founder and CCO of Altmann + Pacreau, who notes that 2021 has not ushered in a return of big brand thinking yet as agencies and brands turn to quick, clever stunts to get things moving. Looking back over the past three months, he’s been delighted by work for brands like Leica, Netflix and Burger King.
"Creative activity from agencies seems quiet at this early part of the year. Perhaps the probable next lockdown is having some kind of impact on the morale of creatives and clients? Or perhaps we are busy creating tactical operations to support businesses, rather than great big ideas to create brands? In short, we have left behind the tearful and unifying themes of 2020, though we’ve not in a momentum of positivity and serene living either," says Olivier. "Either way, here’s some work I’ve noticed during this latest trimester..."
Leica - 'Witness'
Burger King - 'Chez McDo'
Amazon - 'L’auberge des Migrants'
Netflix - 'Lupin'
For the launch of LUPIN on Netflix, the agency used the series’ main lead, French actor Omar Sy, to create a publicity stunt. He himself installed the poster ads in the metro, yet no one recognised him (he may have been wearing a mask for sanitary reasons, but still). It’s an act that serves the premise of this new television series, since the hero, a gentleman thief, manages to go incognito from one character to another. Moreover, the French series is a hit and has found itself as #1 on Netflix in the US. Cocorico!
The Innocent - '30 Million d’Amis'
I was allowed to choose an ad from our agency, so why not do a little self-promotion? At the end of last year, we released a film for the foundation 30 Millions d’Amis against abandonment. Directed by Maïween, a top French cinema director, we see a dog sentenced to death for being a man’s best friend. The campaign created a wave of emotion with millions of online views. And just like the previous film, 'We are the champions', revealed that France is the champion of Europe for abandonment, this film put forward the cause around animals. Since as of this very moment, French deputies are debating about a law against animal mistreatment.
