For the new platform for the Credit Agricole (first french bank) we were briefed to find an emotional territory serving the new tagline roughly saying: “Acting every day in your interest and that of society.”. Tricky one…So we went for an unusual celebration of the french people as we recognize ourselves as a rather negative nation. So let’s celebrate french braves who are acting every day to put the kettle on and the country on the right tracks. Our end lines means: "We may never be as great as you. But we remain committed to working alongside you every day." CA. Acting every day in your interest and that of society.
Regarding music, our script was obviously intentionally written on this Charles Aznavour “Formidable” song as It’s a sort of national anthem from this very famous french golden crooner. So it is part of the idea and success of the work.
The hasard turns that this ad was created few months before the Covid crise, but produced just 2 weeks before the very first quarantine. So the emotional impact was unexpectedly high when it did runs on long tv formats over this period. We did few other films after this one (for local economy audience, for a young audience and a sport audience). For the sport one we had to use Teddy Riner to promote small local clubs & volunteers. So we played on the pun/double meaning of “amateur” that means french connoisseurs but also unprofessional kind of jokers as a nice provocative twist.
Brand film credit: CD: Stephane Xiberras - CW: JC Royer - AD: Damien Bellon - TV Producer: David Green - Director: Martin Werner - Producer: Jean Ozana @HenryFilm - Local Producer: Antonin Dedet @Neon Film - Music: Charles Aznavour - Sound mix: Marion Torreilles @GUM.
Youth film credit: CD: Stephane Xiberras - CW: Ellynore Attia - AD: Damien Bellon - TV Producer: David Green - Director: Martin Werner - Producer: Jean Ozana @HenryFilm - Local Producer: Antonin Dedet @Neon Film - Music: Charles Aznavour - Sound mix: Marion Torreilles @GUM.
Sport film credit: CD: Stephane Xiberras - CW: Stephan Schwarz- AD: Damien Bellon - TV Producer: David Green - Director: Antoine Besse - Producer: Nizar El Tayeb @Big - Music: Charles Aznavour - Sound mix: Marion Torreilles @GUM.
Account team: JC Caboche, Pauline Filippi, Marie Fourure, Leila Guerbaa, Leila Bouali, Sarah Petroff, Robin Bremaud. Client team: Sieglinde Sire, Virginie Danten, Marie Genest, François Perreal, Ines Boudraa (I might forget few names sorry).