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Pitching French Films to Hollywood

basics
Industry: Transport & Tourism
Media:TV & Cinema
Market:Singapore
Style: Minimalism
descriptioncnen
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.
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.
Relevancy

We chose a captivating and entertaining way to promote French Films to a non-French audience who tend to prefer Hollywood blockbusters. To demonstrate that great French films don’t need to follow usual Hollywood formulas, we pitched three films to Hollywood heavyweights who didn’t know that these films were existing French cinema masterpieces. The cautious and negative reactions of these Hollywood professionals helped us to create a mini-series of humorous videos that captivated and connected with the non-French audience in a new way and opened their eyes to the need for cultural diversity and the need to watch great French films.
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.
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.
credit
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Other credit: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
awards
Cannes Lions International Festival of Creativity 2017
Gold Film
Non-Fiction Series
Cannes Lions International Festival of Creativity 2017
Shortlist Entertainment
Online: Non-Fiction Series
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