THE BIG LEAP
Our goal was to create something simple and iconic just like the brand itself. A universal message that could reach a wide international audience. Luckily enough, the film was very popular. and won many awards & grand prix, it got over 26 million hits on youtube and a clear boost in Lacoste sales and brand perception. It ran in cinema, online, on TV and oversize screens at tennis competitions such as Roland Garros, Wimbledon, flushing meadow etc...
THIS CAMPAIGN HAS BEEN RANKED 23RD MOST AWARDED CAMPAIGN IN THE WORLD – GUNN REPORT (For more check the Awards section).
CREDITS/TVC: Creatives: Damien Bellon (A.D)- Gabrielle Attia (C.W) - Agency Betc - Creative director: Remi Babinet & Antoine Choque - Director: Seb Edward (wanda) - Post-production: MPC London - Agency producer: David Green - Producer: Patrick Barbier, Romain Cavagnac & Jerome Denis - Sound production: Schmooze & Betc Pop - Music: Disclosure/Flume. Account team: Bertille Toledano, Brune Faillot, Fanny Buisseret - Lacoste team: Berta de Pablos, Felipe O.Baptista, Mylene Atlan, Sophie Bernard.
Regarding the print work below (and the online work, gifs, moving images etc), we ended up using dancers and parcours performers as the simplest short cut to illustrate visually the tagline for the fashion collections. Here is first the latest campaign 2019 (called the Wind, illustrating adversity in a Fashionable way), then the dance campaign, and if you go further down we shot also another campaign about the 1933 brand’s heritage, using sports vintage pictures to promote mostly Lacoste accessories.
PRINT CREDITS (Dancer): Photographer: Jacob Sutton (and his gang: Jordan, David & Harriette) - Post-production: Mark @Spring London - Producer: Karine Manzik & Sarah Clement - Assistant art director: Albert Yvert - Art buying: Christine Lefers - Local Producer: Brandon @ Brachfeld (L.A) // Alex @1500 (Brazil).
EXTRA PRINT CREDITS (Heritage): Photographer: Oliver Hadlee Pearch AD: Aurélie Scalabre - Assistant AD: Jessica Fecteau - CW: Olivier Aumard - CD: Damien Bellon - Styling: Tracey Nicholson - AA : Isabelle Mocq – Prod: Karine Manzik - Lacoste team: Sandrine Conseiller, Felipe O.Baptista, Amandine Morel, Mylène Atlan, Sophie Bernard.
NOVAK & DISNEY CONTENT: Director: George Harvey - Post-production: Disney - AD: Charles Dessaux - CW: Sebastien Duhaud - CD: Damien Bellon - Account team: Paul Remay, Fanny Buisseret - Lacoste team: Sandrine Conseiller, Amandine Morel, Mylene Atlan.
PRINT CREDITS (Wind Campaign): Photographer: oliver hadlee pearch - Post-production: Janvier - AD: Charles Dessaux - CW: Sebastien Duhaud - CD: Damien Bellon - ECD: Rémi Babinet - Moving images/DOP: Errol Rainey - Account team: Bertille Toledano, Gaelle Gicqueau, Fanny Buisseret - Lacoste team: Sandrine Conseiller, Amandine Morel, Mylene Atlan, Sophie Dussillol.
French National Library Activation (Video/Case): For Novak's comeback as tennis world's champion, Lacoste has set an impossible match between René Lacoste and Novak Djokovic using the French National Library's towers as a giant screen just opposite to the stadium where Novak was performing that very same evening. Credits: AD: Maud Lepetit & Chloé Perignon - CD: Damien Bellon - Account team: Bertille Toledano, Gaelle Gicqueau, Fanny Buisseret - Lacoste team: Sandrine Conseiller, Amandine Morel, Mylene Atlan.
WE LIVE IN FINANCIAL TIMES
This series of posters was created at DDB London after winning the FT pitch and losing the Guardian account in the same month. The work was awarded at Campaign’s Big Awards, the London Creative circle and selected at D&AD and Cannes the same year as Marmite Squeezy. About the "Che" (Branson) poster, it was also used as a Tweet from Branson himself and acclaimed by the press. (you can find my sketch in the sketch&design section, if you enjoy the first draft).
CREDITS: Agency DDB London - Creatives: Thierry Albert (CW) - Damien Bellon (A.D) - Creative director: Jeremy Craigen - typographer: Peter Mould - Illustrator: steven wilson (Che) / Tobatron (Pen) / - Helio Maciera (Superman) / Mr Bingo (chairs & business fight) - ps: The business fight illustration was created for the Rugby worldwide cup.
F.T BLACK CAB: This campaign was another opportunity as FT was using this media to just stick their logo. So Graham Hall & I came up with this idea of using cab’s fare in perspective with our financial world. (Example: Elephant castel to London zoo = a sip of Chateau Petrus 89, or 3 mins with your lawyer etc...). The work was selected by D&AD.
FARE GUIDE: E2 to W6: One sip of Petrus '45.
FARE GUIDE: SE3 to W11: A divorce lawyer saying hello.
FARE GUIDE: N10 to SW16: One second of Roman Abramovitch's time.
This sleeping bags campaign is based on the classic fact that fashion addicts are queuing outside the night before the HN Sale opening (doors open at 10 am). The fashion models were shot by the photographer Ben Hassett. We also sent some nice Direct Marketing Packaging using some black & silver lining sleeping bag (including an invite) to most influential London fashion editors and bloggers. The work was internationally awarded from Cannes advertising festival (silver) to D&AD (nominated) etc...
CREDITS: Agency: DDB London - Creatives: Thierry Albert (CW) - Damien Bellon (A.D) - Creative director: Jeremy Craigen - Account director: Philip Heimann - Photographer: Ben Hassett - Art buyer: Helen Parker.
YOU EITHER LOVE IT OR HATE IT
When the Unilever famous Marmite glass jar was launched into a new squeeze version, Thierry Albert an myself have just find this simple idea of using the new handy soft jar like an art pen to draw what people hate or love most at the time. Things like bullfighting, fox hunting, hairy chest, Mr Bean, josé mourinho, George Bush, wearing sandales with socks etc... The great fun was to hold a creative concept that can be endless and creatively stretched beyond limits.
We did press, posters, using tactical media space, we did a tvc and on a digital side we set a "MARMART" website where people can draw by themselves using marmite and share sketches through social network. We even turned the concept into an "MARMART EXHIBITION (see pictures below) at the London art "air gallery". A specific print was designed for the Cannes advertising festival. All this integrated concept became very popular and one of the world most awarded campaign.
THIS CAMPAIGN HAS BEEN RANKED 2ND MOST AWARDED CAMPAIGN IN THE WORLD – GUNN REPORT (For more check the Awards section).
CREDITS: Agency: DDB London - Creatives: Thierry Albert (CW)- Damien Bellon (A.D) - Creative director: Jeremy Craigen - Account team: Jonathan Trimble & Tamsin Northridge - Illustrator: Dermot Flynn - Photographer: Andy Rudak - Art buyer: Daniel Moorey.
EXTRA CREDITS - TVC/Mother Title: Mother - Production company: Mustard - Director: Rory Rooney - Producer: Matt Hichens - Agency producer: Sarah Browell (DDB).
FOR SERIOUS KIDS
Petit Bateau is one of those medium size brands that remain open minded and flexible through the creative process...No research, just guts and trust, so thanks to them. Here are 2 TVC (« Tough day » is the last one released) plus some digital contents and print work done over the last 2 years. It was their first international campaigns after 9 years of communication based mostly on prints...What a great opportunity. The 2 TVC were successfully released on TV, Cinema and Online (The Mini factory got 25 million views so far) and many awards… The new one (Tough day) has just been released. We'll see how it goes.
Besides the TVC work and the 40 liquid content done over the Tough day production, we shot with the Mini Factory a print campaign based on cardboard masks and an activation project working with primary school projects (kids making and exhibiting their own creative mask etc...)
CREDITS/TVC (Tough Day): Creatives Director (&AD): Damien Bellon – Creative team : Sam Moore (CW) & Juri Zaech (AD) – Albert Yvert & PEG (digital AD&director) - Agency: Betc - ECD: Remi Babinet - Director: Luis Cervero (Control Film) - Dop: Stephen Keith Roach - Set designer: Laia Ateca - Post-production: Mikros Paris (Stephane Thibert/SFX & Sebastien Mingam/TC) – Editor : Walter Mauriot - Agency producer: Isabelle Menard, David Green/ Ass. Florent Brière - Producer: Jacques-Etienne Stein & Carl Cohen (Control Film) - Sound production: Schmooze (Sylvain) & Betc Pop (Christophe Caurret) - Music: Plastic Bertrand/Ca plane pour moi. Account team: Murielle Fagnoni. Anne-sophie Parigot, Marion Gondeau - Brand team : Patrick Pergament, Stephane Wargnier, Paulienne Luzurier.
CREDITS/TVC (Mini Factory): Creatives: Damien Bellon (A.D)- Gabrielle Attia (C.W) - Agency Betc - Creative director: Remi Babinet & Jasmine Loignon - Director: Patrick Daughters (75) - Dop: Stephen Keith Roach - Set designer: Pietr Kunc - Post-production: MPC Paris - Agency producer: Fabrice Brovelli - Producer: Emmanuel Guiraud & Yuki Suga - Sound production: Gum & Betc Pop - Music: Herbie Hancock/Rockit by Feadz. Account team: Murielle Fagnoni. Beatrice Verdier, Marion Gondeau - Brand team: Stephane Wargnier & Patrick Pergament.
CREDITS/PRINT: Photographer: Rene & Radka - Post/retouch: Alexandra/ Imagine studio - Art buyer&producer: Victoria Vingt-Deux - L-A Producer: Kirsten @Brachfeld.
PS: You can see some of my sketches about this job towards the end of the DESIGN & SKETCHES section.
Extra thanks to: Julien Douvier for the Behind the scene job (TVC) and to Albert Yvert and Chloe Pérignon for the coloring shopping bags team work.
COKE - THE ORGAN PLAYER
Coca-Cola went to Mother London to pitch on a worldwide Summer campaign. So we wrote this integrated campaign that includes a TVC featuring an ORGAN PLAYER and his whole range of strange creatures that sing when drinking Coke. Besides the story, we ask many composers (Goldfrap, MrOizo, etc…) to work on demos and ended up choosing Calvin Harris who was number one at the time with his "I created disco" album. He did a special song for this Coke project under the name of "Yeah-yeah-yeah-La-La-La" (from a claim by Rob Doubal). To our own great surprise, the track ended up released on C.Harris new album. We also did a limited edition vinyl from this track that was sent to the best London DJs. Calvin Harris was obviously part of the PR. You can see below some poster, obviously more product orientated, than where released simultaneously around the "Yeah-yeah-yeah-La-La-La" sonic idea and a special logo was design at this occasion.
ps: You can find more COKE work & my sketches in the DESIGN section (home page).
TVC CREDITS: Agency: Mother London - Creative director: Steven Butler - Copywriter: Thierry Albert - Art director: Damien Bellon - tv producer: Matt Minor - Production: Blink (Matt Fone).
PRINT CREDITS: Agency: Mother London - Creatives: Thierry Albert (CW) - Damien Bellon & Rob Doubal (AD) - Creative director: Steven Butler - Graphic designer: Jim Bletsas - Illustrator: Ron Kurniawan - Art buyer: Laurence Thomson.
THE WORLD'S THINNEST CONDOM
Working on a condom brief sounds first like a fun & easy task for most creatives, but it is in fact as hard as cracking a good life insurance ad. You have to avoid all the easy sex jokes and clichés. That's probably why this demo was refreshing in it’s category and won a gold Cannes Lions and my first nomination at D&AD. Demo remains a great trick to convince people in advertising as it is simply based on a product truth. You can find more Manix work in the ARCHIVE section (home page).
THIS CAMPAIGN HAS BEEN RANKED 11TH MOST AWARDED CAMPAIGN IN THE WORLD – GUNN REPORT (For more check the Awards section).
CREDITS: Agency: BDDP&Fils - Creatives: Damien Bellon (A.D) - Bruno Delhomme (CW) - Creative director: Olivier Altmann - Director: Frank Vroegop - Agency producer: Christine Bouffort.
BADOIT. SOURCE OF JOY.
Badoit is a famous French sparkling water that has communicates around joy and food over the years. They don’t advertise much outside France as it natural spring production capacity is kind of technically limited. It remains a pleasure to work for such a patrimonial and iconic local brand…and produce a singing carrot. Here are few posters and short billboards we did with the talented photographer Jenny Van Sommers. The French copy is a sort of funny manifesto about the French joy for cooking.
CREDITS : Agency: BETC – Creatives: Clara Lafuente (CW) - Albert Yvert & Chloé Pérignon (AD) - Damien Bellon (CD) - Photographer: jenny van sommers - Art Buyer : Stéphanie Giordano - Account team: Albert Prénault & Marielle Durandet - Brand: Badoit/Danone : Nicolas Menard, Linda Neu.
VIDEO/BILLBOARDS CREDITS: Creatives: Albert Yvert (AD) & Felix Falzon (AD) - Damien Bellon (CD) - Photographer: jenny van sommers - CGI : Quad - Music : Schmooze - Agency producer : Jennifer Braux Account team: Albert Prénault & Marielle Durandet - Brand: Badoit/Danone : Nicolas Menard, Linda Neu.
The brief here was to find an overall stylish tone of voice for the Sephora brand over the hundreds branded products that are represented in their stores. Beside the style request, we took that opportunity to drop ideas in the cosmetic/beauty sector playing with events over the year like “Mother’s day, Valentine’s day, Sale, Summer, Christmas etc…) The result was a strong new glamorous language. The campaign was awarded for photography, art direction and typography categories.
CREDITS: Agency: BETC Paris - Creative: Damien Bellon (A.D) - Valentine Gilbert (CW) – Creative Director: Florence Bellisson - Photographer: Miles Aldridge - Make-up artiste: Alice Ghendrih - Producer: Sarah Clement (V&A) + Karine Manzik (rita). Thanks to JM Alirole for his help on the art direction bit.
ps: If you enjoy the first draft, you can see some of my sketches about this campaign in the sketch&design section.
DIRECTING. IT’S IN YOUR BONES
The Young Director Award is a European pro bono client that promotes new directors over the world. Before working with BETC, they previously worked with TBWA Stockholm through the concept "Born to create Drama" for over 14 years. I first came back with a new tagline as I thought that they needed something fresh and clearer about directing after all those years. Something less about acting and drama, more about film-makers.
We also re-designed their whole identity, from logo to website etc… Here is the final work including 3 new films, and 9 prints. The work was awarded in several award show and won 4 gold at the French art directors club.
TVC CREDITS: Agency BETC Paris - Agency: BETC Paris - Creative Director: Damien Bellon & Stephane Xiberras - Writer & A.D: Damien Bellon - Director for "Whisper": Gioacchino Petronicce (Moonwalk Films). Director for "Birth": Director: Norman Bates (Standard Film) - Director for "The light is your friend": Karen Cunningham (Pop-up films).
PRINT CREDITS: Agency: BETC Paris - Creative Director: Damien Bellon & Stephane Xiberras - Writer & A.D: Damien Bellon - illustrator: Mr Bingo - Art buying: Karine Grealou.
EXTRA CREDITS: the creatives behind the first B&W typographic print campaign are: Landry Starck (AD) and Pascal Andre (CW). The Kitten with a go-pro idea was cracked by Albert Yvert and Francois Prost. And the "Birth" script was written by Gabrielle Attia.
ps: You can also watch here the funny "Nicer Tuesdays" video from Mr Bingo. The illustrator is featuring the YDA campaign (and a FT poster) that we did together.
Working on Volkswagen is always a great pleasure for a creative, probably for two simple reasons: it’s a bold brand that has a great advertising background, and it’s a well designed product with a smart tone of voice.
CREDITS for GOLF PLUS "The wrap": Agency DDB London – Creatives: Thierry Albert (CW) - Damien Bellon (A.D) - Creative Director: Jeremy Craigen - Account director: Philip Heimann - Director: Director: Brett Foraker (RSA) - Agency Producer: Casper Delanay.
EXTRA CREDITS for DINOSAURE: Photographer: David Harriman - Model Maker: Mimesis - Art Buyer: Daniel Moorey.
EXTRA CREDITS for EOS TVC "Scent": Director: Mark Wordsworth - Agency Producer: Sarah Browell.
ps: (soon) you will find a few funny projects in the sketches section .
In order to illustrate the Stella Artois tag line "SHE IS A THING OF BEAUTY" created by the agency Mother, and to relate the brand to the Cinema industry (and later on to the Cannes Festival) we created this MUSE PROJECT. The whole thing is a fully integrated project that includes posters, art exhibition, a book, some documentaries, a dedicated website connected to social medias etc... The idea is pretty simple: We highlighted some famous artist's muses (think of Quentin Tarantino & Uma Thurman, Jean-Luc Godard & Anna Karina, Pedro Almodovar & Penelope Cruz, Peter Lindbergh & Linda Evangelista, or even Picasso & Dora Maar for the art exhibition etc... You name it).
The content is partly made of great interviews from top directors, director’s wives, producers and of course the muses themselves. Movie set pictures, rehearsals, and good behind the scenes bonus’. The website embodied an open photo & video competition of unknown muses and the winner was invited to the Cannes festival for a week of great fun. An outdoor "Muse film festival" could be also set in Parks over Summer with fresh Stella Artois provided during the screening.
CREDITS: Agency: Mother London - Creative: Thierry Albert (CW) - Damien Bellon (AD) - Designer: Jim Bletsas - Creative Director: Robert Savilles - Brand: Stella Artois
WONDERBRA - FATHER & SON
This Wonderbra campaign based on the male attraction for women’s breasts was shot with David Harriman in different areas of London. We were lucky with the casting as you probably know how difficult it is to give instructions to some 5 year old children. The work was awarded in Cannes with a bronze lion and at other awards shows listed in the “About” section. ps: The work was done between two jobs for Publicis Paris where I have never actually worked.
CREDITS: Agency: Publicis Paris - Creatives: Thierry Albert (CW) - Damien Bellon (A.D) – Creative Director: Olivier Altmann - Photographer: David Harriman.
BECOME A FASHION WARRIOR AGAINST AIDS
Every year BETC Paris hosts a large fashion sale run by a national association called AIDES that helps people dealing with Aids. The money from this fashion sale goes straight to the association to help victims, families and provides medical care. To promote this event, our idea was to turn fashion victims into fashion warriors. Soldiers against Aids. From that idea we created a whole military look, from fashionable kaki bags to special cards with your printed grade related to your spending, or dressing the volunteers from the association with kaki T-shirts printed with the large word "Volunteer" at the front. We even hung a paratrooper 15 meters high at the front of the building. The launch party invites were made like a folding military map etc...It was great fun and a great success as sales went 30% up compared to previous years.
CREDITS: Agency Betc Paris. Creatives: Damien Bellon (A.D) - Fabien Teichner (CW)- Designer: Francois Prost – Creative director: Stephane Xiberras - Photographer: Sofia & Mauro - Set design at the braderie: Herve Sauvage - Art buyer: Stephanie Giordano - coordination: Sylvain Marchand.
EGG ONLINE BANK
PRE-CONCIEVED IDEAS NUMBER ONE: YOU CAN'T EARN MONEY WHILE SPENDING. This very controversial campaign has turned EGG BANK from unknown to known by 6 million French people in just 2 weeks (this campaign was made before the time of viral ads and social networks). To my own surprise and pleasure, some people still mention this campaign in France more than 14 years later, probably because it is now pretty tricky to get this sort of stupid ads approved by Clearcast regulation. The best bit was when we received a formal but somehow tongue in cheek letter from the Swiss embassy about one Swiss citizen complaining about the TVC: We shot 5 commercials here and 5 press ads below, all based around PRE-CONCIEVED IDEAS concept.
TVC CREDITS: Agency: BDDP&Fils - Creative Director: Olivier Altmann - Copywriter: Thierry Albert - Art Director: Damien Bellon - Director: Peluca - Production: Bollywood - Agency Producer: Christine Bouffort.
PRINT CREDITS: Photographer: Nick Meek
THE GIANT STRAW PROJECT
How to promote a U.V water filter technology to an urban audience who just don’t care ? We had this idea of setting giant straws at some of the world's most famous fountains (think Trevi in Rome etc...that are photographed by millions of tourist every year). The great thing was not only about the real life giant straws models, but also about the website named TAKEASIP.COM where you could order a small mineral bottle of pure still water from the fountain of your own choice and check each place over the world through a webcam network.
CREDITS: Agency: DDB London - Creatives: Thierry Albert (CW) - Damien Bellon (AD) - Creative Director: Neil Dawson.
Covent garden is obviously one of the most famous (and touristy) places in the center of London, but it is also an advertising account run by Mother agency. The brief was to illustrate the Spring Renaissance project, a time when famous gardeners, bee keepers, music bands etc... bring life to the area. So we commissioned a Japanese artist to produce this illustration (see my brief/sketch below). This colorful illustration was everywhere one week before the event took place. It was on the back cover of Time Out mag. on outdoor posters, and we wrapped most black cabs located in Soho to announce the event and drive the people to the spot.
On top of that we shot a simple but nice stop frame animated video which was related by cultural art and touristic blogs (see below).
CREDITS: Agency: Mother - Creatives: Damien Bellon (AD) - Thierry Albert (CW) - Creative director: Robert Saville - Illustrator: yuko kondo - Graphic designer: Jim Bletsas - Director: Ben Foley.
DIET COKE - SHINE
Here are 3 billboards shot for a Diet Coke project. The idea, based on the "Shine" concept is pretty simple. We FULLY PAINTED IN SILVER the bodies of 2 confident women. There is actually absolutely no retouch on these pictures. All the pictures have been just turned monochromatic except the Diet Coke can that remains in color. I like the simplicity of this campaign that is somehow related to a kind of NYC poster style: Simple and confident.
CREDITS: Agency: Betc London - Creative: Damien Bellon - Creative director: Neil Dawson & R.Babinet - Photographer: Suzie & Leo.
Welcome to my attic where I stock some of my older work.
Clan Campbell, Pepsi project, McDonald Emoji (as CD), Bourjois (as CD), La Croix (as CD), Esso Hippo, Philips standby tv, Bddp&Fils ad agency (pope, taliban,rabbin), Bddp&Fils Acne, manix condom (school portrait), Manix harbour/gel, Microsoft Train simulator (cow), Manix condom collection/tvc, BMW motorcycle/tvc, Match.com/tvc, Yell.com, starsky & hutch etc… (Most were awarded or at least shortlisted in Cannes).
ps: The Pepsi campaign was a pitch project with a provocative aspect requested from the brand. It has obviously never been shot, so here are only the sketches (the plans was to shoot some 60"s Kodak style pictures).