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Lions Entertainment 2017

Award Type: Advertising Awards

We believe creativity is a force for business, for change and for good in the world. Established in 1954, Cannes Lions is a global campaign for creativity, with the International Festival of Creativity as its epicentre.

 

Lions Entertainment

21 - 22 June 2017

Final entry deadline: 20 April 2017.

Building brands in popular culture

The entertainment model is evolving. How entertainment is funded, distributed and consumed is changing rapidly. The future of entertainment is bright, but uncertain. Who will win and who will lose? Forward-thinking people from across the entertainment, commercial and creative communities are inventing new ways to leverage the power of popular culture to build brands. They represent talent and entertainment franchises as well as labels, studios, platforms and publishers. 

That’s why Cannes Lions launched Lions Entertainment in 2016. Across two days during the main Festival week, a new and different crowd gather in the Palais to discuss the creation of culture that has commercial impact. Inquisitive clients come to seek out partners with extraordinarily deep insight into how people live and shop, so they can use this knowledge to elevate their brands. Film producers, record label execs, TV commissioners, sports promoters and gaming entrepreneurs rub shoulders with global brands and a new breed of creatives.

Lions Entertainment 2017 Silver winners

Libé Des Réfugiés [video] 2

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Industry Newspapers, Public awareness, Human Rights
Media Print, Magazine & Newspaper, Direct marketing, Case study
Market France
Agency Fred & Farid Paris
Chief Creative Officer Frederic Beigbeder, Wafa Farid
Associate Creative Director Julien-Pierre Mallet
Executive Creative Director Olivier Lefebvre
Art Director Nicolas Berthier, Julien-Pierre Mallet, Etienne Renaux
Released March 2017

Awards

Cannes Lions 2017
Promo And Activation Use of Promo: Mediums: Use of Print or Outdoor Gold Lion
Promo And Activation Campaign: Low Budget / High Impact Campaign Silver Lion
Direct Use of Direct: Use of Print or Outdoor Bronze Lion

Credits & Description

Title: Libé Des Réfugiés
Agency: Fred & Farid Paris
Brand: Libération
Country: France
Entrant Company: Fred & Farid Paris
Advertising Agency: Fred & Farid Paris
Media Agency: Fred & Farid Paris
Pr Agency: Fred & Farid Paris
Production Company: Fred & Farid Paris
Additional Company: Libération, Paris
Chief Creative Officers: Fred & Farid (Fred & Farid)
Executive Creative Director: Olivier Lefebvre (Fred & Farid)
Agency Supervisor: Philippine Mesmin (Fred & Farid)
Associate Creative Director: Julien-Pierre Mallet (Copywriter)
Art Director: Julien Pierre Mallet (Fred & Farid)
Art Director: Etienne Renaux (Fred & Farid)
Art Director: Nicolas Berthier (Fred & Farid)
Agency Producer: Robin Demoucron (Fred & Farid)
Pr Manager: Jalila Levesque (Fred & Farid)
Pr Manager: Aliou Maro (Fred & Farid)
Pr: Marie Nguyen (Fred & Farid)
Agency Supervisor: Thibault Loué (Fred & Farid)
Date: March, 2017
Relevancy:
The refugee issue is omnipresent. Liberation, as a major newspaper (progressive) in France has a responsibility: create a social change about refugees. So Liberation turned its newspaper into a communicating object exclusively written by refugees, something never done before in the history.To enhance the movement, Liberation chose to do it 50 days before presidential elections and to include the French President and all the candidates. In this electoral context, their duty was to answer the call of Liberation. They were the real trigger that created a media burst, placing Liberation & the refugees at the heart of discussions.
Execution:
During 1 month, a team of 21 refugees from 10 origins was created with the help of 5 associations helping refugees. The following month, this team was split within different groups of work (representing the themes of the newspaper such as presidential elections, international, economy, sports, culture, ideas, society …) to find current topics and write their articles. 3 of them even interviewed the French President François Hollande at the Elysee Palace, and the main candidate Emmanuel Macron. On March 6th, the whole team came to Liberation to write on fresh news and finalized every single page of the newspaper. The day after 100k papers are printed. It was distributed all over France in kiosks, press shops, bars, AF planes, to the 30K subscribers, and in more than 25 countries. A digital version sold online is seen by 4M French people every day.
Strategy:
Liberation is one of the major daily newspaper in France. It’s a progressive paper with a social democrat position founded by Jean Paul Sartre & Serge July in 1973. The paper stands for social issues with a provocative tone of voice and is renowned for using eloquent front covers. Several of them have become very symbolic. One of its main concern is to keep the press ‘freedom of speech” and the journalistic independence.When it comes to refugees, we speak about data, statistics, immigration, even terrorism, but never about humans. Medias are one of the major responsible of this perception.So the strongest way to reverse this trend was to give them the whole paper for 1 day to highlight that beyond figures, they have opinions and knowledges. They had the stage directly for a change.As a progressive media, Liberation was the perfect candidate to support the refugee issue.
Campaign Description:
When it comes to refugees, we speak about data, statistics, immigration, even terrorism, but never about humans. Medias are one of the major responsible of this phenomenon.The best way to turn things around was to use one of these medias in an unexpected way to catch people’s attention and switch their perception on this issue.On March 7th we decided to give them the whole paper for 1 day. An entire Liberation issue was written by 21 refugees from an array of origins with one challenge: explain beyond today’s news how they see France. A paper by the refugees but not on refugees.
Synopsis:
• SituationIn 2017, Europe is concerned by a major immigration crisis, and when it comes to refugees, people and especially medias speak about data, about statistics, about immigration waves, even about terrorism, but never about humans. They are not considered as men and women anymore, they are refugees. • BriefHow Liberation, as a progressive media, becomes the catalyst of a societal change about refugees issue in Europe, 50 days before French presidential elections?• ObjectivesTo switch people perception and give the refugees their own identity back the best solution was to let them speak on their behalf. By giving the whole paper for 1 day we wanted to highlight that beyond figures, they are people with opinions and knowledges. So they had the stage directly for a change.-Budget 0€ Budget or 21 coffees.
Outcome:
- 21 refugees of 10 nationalities- +35% of sales on this specific edition compared to usual days.- 100k papers were printed and the digital edition was seen 4 million times - Almost every major French medias (TV, Radio, Press) covered the news and interviewed authors- International media supported the initiative (AJ+, Skynews etc.)- The French President François Hollande tweeted and posted about it- 3 refugees were invited to meet him at Elysee- On Twitter #LibéDesRéfugiés was seen by 165 million people