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Creative

Synadis Turns a Cynical Eye to Organic Produce

Film from Altmann + Pacreau and Birth argues that some organic food producers are only in it for the money

Synadis Turns a Cynical Eye to Organic Produce

The latest ad for French organic food producers union Synadis breaks the myth of organic produce, depicting an executive who only cares about his bottom line.

Created by the agency ALTMANN+PACREAU, the campaign counters cliches of the category, using director Hugues De La Brosse’s critical eye to make a film that cannot leave anyone indifferent. 

Through a carefully planned monologue sequence, Hugues takes us behind the scenes on the commercial of an organic company’s ad, obviously not one represented by Synadis, and ends with the lines: “For some, organic is just a label. For us, it is an ethic.”

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AGENCY: ALTMANN + PACREAU

CHIEF CREATIVE DIRECTOR: OLIVIER ALTMANN

COPYWRITER: DIMITRI LUCAS

ART DIRECTOR: ANTHONY LIETART

HEAD TV PROD: JESSICA PIERGIOVANNI

PRODUCTION: BIRTH

DIRECTOR: HUGUE DE LA BROSSE

DOP: MAHDI LEPART

PRODUCER: ARTHUR EMORINE

PRODUCER: HUGO LEGRAND-NATHAN

LINE PRODUCER: CAROLINE HABCHI

POST PROD: MORGAN MIRZA

Editor: Morgan Mirza

MUSIC: BENZENE

MIX: BENZENE

DIRECTORS REP UK: AGENT ELSON

ACTOR: PIERRE SAMUEL

Category: Associations , Corporate, Social and PSAs