注意

文件暂时无法下载,请稍候再试!

注意

当前文件大小MB,你的下载剩余量(MB)已不足。

月下载量(150MB)将在每月第一天上午8:01分更新。

下载作品须先扫描二维码
并关注官方微信

注意

考虑到带宽成本,WELOVEAD提供的是有限量免费下载。

请在下载前,注意以下数据:

下载前余量 MB
文件大小 MB
下载后余量 MB

注意

由于当前服务器繁忙,请耐心等待秒。之后你就可以再次下载文件。

Pitching French Films to Hollywood

基本信息
行业: 旅游与运输
媒体:DM
投放:新加坡
风格: Minimalism
说明cnen
Synopsis

French Films are great. They are nuanced, character-driven and soaked in atmosphere. But, how do you promote them to a non-French audience who tend to prefer Hollywood blockbusters? This is the task Alliance Française, the global network promoting French culture gave us.
Execution

We created a series of humorous videos that captured the cautious and negative reactions of these Hollywood professionals. These videos were shared across social channels leading viewers to the Alliance Française websitewhere they could buy tickets for the French film screenings. The Films were also screened in movie theatres. Next, we sent the scripts of other iconic French films to renowned Hollywood script consultancies. Even they didn’t see any potential in them. Their reports were turned into print ads, PR content and social posts.
Strategy

We needed to position French cinema as a very distinct cinema experience compared to Hollywood cinema. To do so, we decided to demonstrate that you can make great films without having to follow the Hollywood usual formulas and that’s all what French Cinema is about.
Relevancy

In Asia, people tend to prefer Hollywood blockbusters when they go to the cinema. The objective of this campaign was to attract non-French audience to watch weekly French film screenings at Alliance Française theatres. Our campaign directly led the audience to the Alliance Française website from where they could buy tickets for the screenings. Which they did. As a result of the campaign, Alliance Française theatres saw major boost to its ticket sales and recorded massive footfalls as 43% more non-French audience lined up to watch French films.
Outcome

By demonstrating that you can make great films without following Hollywood formulas, this campaign helped change the perception of people who think Hollywood films are the ultimate form of cinema and showed them how French films offer a completely different cinematic experience. The campaign created lots of buzz in the social media and made the headline in the new channels like Hollywood Reporter, Vanity Fair, The Independent and The Times. Starting with the journalists, soon people across the world including Hollywood celebrities and other film professionals started discussing about the necessity for cultural diversity. In the end, the campaign actually attracted 43% more non-French people to book tickets for the French Cinema screenings.
CampaignDescription

We pitched three films to Hollywood heavyweights. What they didn’t know is that these films were existing French cinema masterpieces. They rejected the pitches as they thought these ideas didn’t match their criteria of what can make a successful film.
制作信息
品牌:
广告公司:
首席创意官:
执行创意总监:
创意总监:
文案:
美术指导:
制作统筹:
制作公司:
制片:
导演:
摄影指导:
剪辑:
其他职位:Entrant Company: OGILVY & MATHER SINGAPORE, Singapore
Media Agency: OGILVY & MATHER SINGAPORE, SINGAPORE
PR Agency: OGILVY & MATHER SINGAPORE, SINGAPORE
Agency Producer, Alvin Chin, Ogilvy & Mather Singapore
Digital Art Director, Kevin Wijaya, Ogilvy & Mather Singapore
Global Group Account Director, Carole Domange, Ogilvy & Mather Singapore
Head of Broadcast Production, James Brook-Partridge, Hogarth & Ogilvy Singapore
Agency Producer, Justine Hazlett, Ogilvy & Mather Singapore
Motion Graphics Designer, Zubaidah Bahtiar, Hogarth & Ogilvy Singapore
Managing Director, Gerard Cantor, Joinery Los Angeles Managing Director
Executive Producer, Elliot Lucas, Joinery Los Angeles
Head of Production, Ross Girard, Joinery Los Angeles
Additional Editorial, Aaron Fitzgerald, Joinery Los Angeles
Casting Director, Edward Flores, Joinery Los Angeles
Digital Imaging Artist, Elaine Ong, Miracle Factory
Executive Director, Dionne Chin, Miracle Factory
Cinematographer, Lin Youwei Eric, The Storytellers Workshop
2nd Camera Assistant, Nicholas Samuel Lim, Hogarth & Ogilvy Singapore
Managing Partner, Eric Maillard, Ogilvy Paris Influence & Reputation
Senior Project Manager, Barbara Govaerts, Ogilvy Paris Influence & Reputation
奖项
D&AD 2018
木铅笔 直效
Direct Integrated Campaigns
D&AD 2018
木铅笔 公关活动
Creative B2C Campaign
The One Show 2018
金铅笔 直效
Digital / Social Media & Viral Marketing - Single
The One Show 2018
铜铅笔 直效
Digital / Social Media & Viral Marketing - Campaign
The One Show 2018
优秀奖 跨平台
Integrated Branding
戛纳国际创意节 2017
金奖 公关活动
Celebrity Endorsement
戛纳国际创意节 2017
银奖 网络
Webisodes / Series
戛纳国际创意节 2017
银奖 整合
Integrated
戛纳国际创意节 2017
入围 网络
Travel, Transport & Leisure
戛纳国际创意节 2017
入围 网络
Social Video
戛纳国际创意节 2017
入围 直效
Travel, Transport & Leisure
戛纳国际创意节 2017
入围 直效
Acquisitions
戛纳国际创意节 2017
入围 推广活动
Use of Social Platforms
戛纳国际创意节 2017
入围 推广活动
Multi-Markets Campaign
视频语音识别与翻译工具

我们采用了 Google Cloud Speech-to-Text(利用机器学习技术将语音转换为文本)与有道自然语言翻译服务
开启此功能,可以实现:
1. 在播放视频时,同步浏览视频原文字幕
2. 在此处选中字幕单词即可显示其中文翻译

* 与人工专业翻译不同,语音识别与自然语言翻译均存在偏差与非官方性,请仅作为参考。

最新更新
加载中...
赞助商