Malibu Radio PASSION by Publicis Conseil Paris

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Industry Rum
Media Radio
Market France
Agency Publicis Conseil Paris
Creative Director Olivier Altmann, Marc Labrosse
Account Supervisor Philippe Horeau, Pascal Dubreuil
Released November 2004

Credits & Description

Advertising Agency: PUBLICIS CONSEIL, FRANCE, Paris
Creative Director: Olivier Altmann/Marc Labrosse
Scriptwriter: Marc Labrosse
Account Supervisor: Philippe Horeau/Pascal Dubreuil
Advertiser's Supervisor: Patrick Mispolet/Hugues Pietrini/Elodie Delplace/Nathalie Ohier
Sound Engineer: François Blot

Script in English

VO: (in a documentary style) In Barbados, the fruits of the passiflora, the passion fruits, are yellow or purple coloured. The passiflora or passiflora edulis, is a creeper whose diameter can reach more than 10 cm. On the island it invades entire trees.

Anncr: Malibu. Seriously easy going. Malibu is now available in passion. For your health, avoid excessive alcohol.
Script in Orginal Language

Voix: (façon documentaire) À La Barbade, les fruits de la passiflore, les fruits de la passion, sont jaunes ou violets. La passiflore, ou passiflora edulis, est une liane dont le diamètre peut atteindre plus de 10 cm. Dans l’île, elle colonise des arbres entiers.

Voix off: Malibu. Sérieusement ailleurs. Malibu existe maintenant à la passion. Pour votre santé, attention à l'abus d'alcool.
Brief Explanation

Within the strict boundaries of ‘a dark market’ legislation, the campaign was created to introduce the Malibu ‘seriously easy going’ concept on French radio.
The creative idea consists of twisting the documentary style by adding Caribbean spirit and effects to straight, almost encyclopaedical information.