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Pitching French Films to Hollywood

Pitching French Films to Hollywood | Alliance Francaise de Singapour | Ogilvy
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basics
Industry: Transport & Tourism
Media:Direct Market
Market:Singapore
Style: Minimalism
descriptioncnen
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.
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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
Clio Awards 2018
Gold Film
Short Form
Clio Awards 2018
Silver Branded Entertainment
Film - Unscripted
Clio Awards 2018
Bronze Social Media
Social Video
Clio Awards 2018
Shortlist Branded Content
Film
Cannes Lions International Festival of Creativity 2017
Gold PR
Celebrity Endorsement
Cannes Lions International Festival of Creativity 2017
Silver Cyber
Webisodes / Series
Cannes Lions International Festival of Creativity 2017
Silver Integrated
Integrated
Cannes Lions International Festival of Creativity 2017
Shortlist Cyber
Travel, Transport & Leisure
Cannes Lions International Festival of Creativity 2017
Shortlist Cyber
Social Video
Cannes Lions International Festival of Creativity 2017
Shortlist Direct
Travel, Transport & Leisure
Cannes Lions International Festival of Creativity 2017
Shortlist Direct
Acquisitions
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