Alliance Francaise Film, Digital, Case study Pitching French Films To Hollywood [image] by Ogilvy & Mather Singapore

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Pitching French Films To Hollywood [image]

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Industry Public awareness
Media Film, Digital, Interactive & Mobile, Case study
Market Singapore
Agency Ogilvy & Mather Singapore
Chief Creative Officer Eugene Cheong
Executive Creative Director Nicolas Courant
Creative Director Axel Grimald
Senior Art Director David Stevanov
Senior Copywriter Aritra Dutta
Production Joinery
Director Alex Grossman
Art Director Chelsea Oliver
Released October 2016

Awards

Cannes Lions 2017
PR Practices & Specialisms: Celebrity Endorsement Gold Lion
Integrated - Silver Lion

Credits & Description

Title: Pitching French Films To Hollywood
Agency: Ogilvy & Mather Singapore
Brand: Alliance Française De Singapour
Country: Singapore
Entrant Company: Ogilvy & Mather Singapore
Advertising Agency: Ogilvy & Mather Singapore
Media Agency: Ogilvy & Mather Singapore
Pr Agency: Ogilvy & Mather Singapore
Production Company: Ogilvy & Mather Singapore
Chief Creative Officer: Eugene Cheong (Ogilvy & Mather Singapore)
Agency Producer: Alvin Chin (Ogilvy & Mather Singapore)
Executive Creative Director: Nicolas Courant (Ogilvy & Mather Singapore)
Creative Director: Axel Grimald (Ogilvy & Mather Singapore)
Senior Art Director: David Stevanov (Ogilvy & Mather Singapore)
Senior Copywriter: Aritra Dutta (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)
Art Buyer: Stephenie Lee (Hogarth & Ogilvy Singapore)
Senior Editor: Leon Lee (Hogarth & Ogilvy Singapore)
Motion Graphics Designer: Zubaidah Bahtiar (Hogarth & Ogilvy Singapore)
Producer: Gwynne Chan (Hogarth & Ogilvy Singapore)
Director: Alex Grossman (Joinery Los Angeles)
Managing Director: Gerard Cantor (Joinery Los Angeles)
Executive Producer: Elliot Lucas (Joinery Los Angeles)
Producer: Mark Mccune (Joinery Los Angeles)
Head Of Production: Ross Girard (Joinery Los Angeles)
Director Of Photography: Seamus Tierney (Joinery Los Angeles)
Art Director: Chelsea Oliver (Joinery Los Angeles)
Editor: Charlie Zwick (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)
Senior Editor: Omar De Vera (Freeflow Producrions)
Producer: Cara Suplido (Freeflow Producrions)
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)
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.
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:
The non-French audience in Asia tends to prefer Hollywood blockbusters over French cinema. They think Hollywood films are the ultimate form of cinema. By demonstrating that you can make great films without following Hollywood formulas, this campaign helped change their perception and showed them how French films offer a completely different cinematic experience. The campaign created lots of buzz and made the headline news. Starting with the journalists, the people in social media 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.
Campaign Description:
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.
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.
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.