Awards » Cannes Lions » Lions Entertainment 2017

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 Bronze winners

L’amour l’amour l’amour

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Industry Supermarkets
Media Film
Market France
Agency Romance Paris
Executive Creative Director Alexandre Hervé
Copywriter Alexandre Hervé
Creative Vincent Boursaud, Gautier Fage, Julien Bon
Producer Sophie Mégrous
Production Carnibird
Director Katia Lewkowicz
Released March 2017

Awards

Cannes Lions 2017
Film Craft Film Craft: Casting Silver Lion
Film Craft Film Craft: Direction Bronze Lion
Film Craft Film Craft: Editing Bronze Lion

Credits & Description

French Agency Romance has created this web film for Intermarche which tells the story of a young man who finds a good reason to have a better alimentation. #lamourlamour
Media: Web Film
Category: Retail services
Client: Intermarche
Agency: Romance
Production: Carnibird
Country: France
Director: Katia Lewkowicz
Executive Creative Director: Alexandre Hervé
Copywriter: Alexandre Hervé
Creative team: Vincent Boursaud
Creative team: Julien Bon
Creative team: Gautier Fage
Producer: Sophie Mégrous
Chief Executive Officer: christophe lichtenstein
Agency Management : Christophe LiMarie-Laure Dangeon , Estelle Littaye
Strategic director : Romain Roux
Published: March 2017
Synopsis:
On one side we had to recreate a connection between the large retailers and the French, in a country where supermarkets are no dreamlands anymore like it was in the 70ies but frustrationlands. On the other side we had to talk about « bad food » which became a real social problem in France and for which hypermarkets are held responsible.We also had to find a new form which took us away from the traditional tarnished speech on the wonderful regional products and from the image of small local farmers that we always see on TV.And what do like the French above all ? Their cinema.These eternal love stories that wrote the legends of Truffaut, Jacques Demy, Claude Lelouch, Agnès Varda…And thats the exploit of the film. To make of a didactic speech on a social problem and a radical repositioning of a brand a love story « à la française » that millions of
Execution:
The 3 minutes film first was released on TV a Saturday night just before « The Voice » (with an audience of 8 million people) which allowed this short film to live on social networks an incredible career by being seen more than 8 million times in 48 hours on Facebook. 4 days later it counted already more than 10 million views on the brands Facebook page.In the cinema, the film was shown during one month in its 3 minutes version as short film just as short films where presented befor the big movies in the 80ies in french cinemas.
Outcome:
The film had a huge online success starting with the non-specialized sites of press up to the sharpest of the sites of cinema : all that sublimed by the music of Marcel Mouloudji of 1957, who became number one of the I-tunes sales in France and Top viral on Spotify.The film passed on numerous medias (TV, Web, Press) counted more than 8 million views in 48 hours and 15 million views in 1 week.Was placed in the top 5 viral videos of YouTube, more than 300 articles in more than 50 different countries (Mashable, Wired, Shots, New York Times, El Paìs, Die Welt, The Guardian, Le Figaro, GQ, Vanity Fair, Esquire, Refenery29, PopSugar, InfoPresse, AdWeek, Creativity… ) proving that our objective of touching the French was not only widely reached but also passed the international borders.
Strategy:
As big distributor, it is difficult to communicate about better eating given that they are held for responsible for the junk food. The strategy was not to impose a new lifestyle but to tell those who are sensitive to it that at Intermarché they can eat better and that junk food is not a fate.We impose nothing to the consumer, he is free to choose his lifestyle, however, Intermarché can help if necessary.
Campaign Description:
The creative idea is to tell the story of a young man who lives in corent with his buddies and who changes completely his diet (nutrition) and that of his friends because he fell in love with a charming cashier. He wants to prove her that he is no longer a simple teenager expert of unhealthy eating, but well and truly a young responsible adult.
Relevancy:
Our ad for Intermarché was shooted as a short film : a film of 3 minutes released on TV a Saturday night just befor « The voice », and at the same time on social networks.The brand is not present troughout the film, only the Intermarché logo calls back the announcer at the end. It allowed the televiewers to plunge at the heart of the film just like it would be with a classic film – the history captivates us.Furthermore, beyond the advertising media, the film was shared on cinema and also popular culture, and was widely broadcasted on the social networks (more