法国电视频道Canal+电视广告:决不要低估好故事的力量

 

     法国电视频道Canal+2009年10月推出的宣传片,频道想把自己从单纯的播出机构定位为自创内容的发布者。宣传口号为Originally Creative(原创地创意),为了导入这个诉求,频道请法国BETC广告公司创意了这支片子。

 

      片中男主角是Canal+的编剧,被从衣橱里抓出来,说:“我就是这么到这里的。”男主人点头道:“真不简单”,并回头跟床上女伴说:“你说呢,亲爱的。”最后片子点出柜中男子的编剧身份,这就是频道要的,咱们的编剧太能掰了!广告语是:“绝不要低估伟大故事的力量”。本片获得嘎纳2010广告节最佳媒体类广告奖。

    With the launch of the new “Original Creativity” campaign, Canal+ highlights its showcase of original programming, consisting of series, documentaries and fictions, created by and for Canal+, scripted by prestigious writers such as Olivier Marchal and Jean- Hugues Anglade. By spotlighting this element of its programming, Canal+ accentuates its difference. More than simply broadcasting programmes, CANAL+ is a publisher that develops its own creative. Canal+ thus confirms its creative fibre, its capacity to create and to think up fictions of cinematographic quality: “CANAL+ Créateur Original”. CANAL+ advertising, created by the advertising agency BETC Euro RSCG, also demonstrates this cinematographic quality. To launch this new campaign, BETC produced a film that enhances CANAL+’s position as leading creator : THE WARDROBE. The film unites quality, humour, originality and a touch of impertinence inherent to the brand’s communications: “Never underestimate the power of a great story”.


Advertiser/Client: CANAL+
Product/Service: TELEVISION CHANNEL
Entrant Company: BETC EURO RSCG Paris, FRANCE
Advertising Agency: BETC EURO RSCG Paris, FRANCE
Executive Creative Director: Stéphane Xiberras
Creative Director: Stéphane Xiberras
Copywriter: Jean-Christophe Royer
Agency Producer: Isabelle Ménard
Advertiser's Supervisor: Béatrice Roux
Account Manager: Alexandre George/François Brogi/Clemence Korber
Account Supervisor: Raphael de Andreis
Production Company: SOIXAN7E QUIN5E Paris, FRANCE
Director: Matthijs van Heijningen
Producer: Soixante Quinze
Art Director: Eric Astorgue
Post Production: Mikros Image

Brief Explanation:
Canal+ launched its new 'Original Creativity' campaign in September 2009. The objective highlight to Canal+’s showcase of original programming, consisting of series, documentaries and fictions, created exclusively by and for Canal+, scripted by prestigious writers such as Olivier Marchal and Jean- Hugues Anglade. To launch this new campaign, we produced THE CLOSET. The film unites quality, humour, originality and a touch of impertinence inherent to the brand's communications: 'Never underestimate the power of a great story'.



The TV Commercial titled Wardrobe (The Closet) was done by BETC Euro Rscg advertising agency Canal+ company (for Canal+) in France. It was released in the October 2009. Business sector is Publications & media.

 

via chinavisual

 

Canal+
法国电视频道Canal+电视广告:决不要低估好故事的力量
insun
2011-01-07 09:11:11
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