From towering monsters to fluffy testicles, Herezie Paris art director Tram-Anh Nguyen reflects on a brilliant selection of recent French work
The Cannes Lions, where you saw the same award-winning projects again and again, was nearly four months ago. So, let’s take a look at what Frenchies have been cooking up lately. Here’s an eclectic selection of five projects that are fresh from the oven...
Volkswagen Group France - 'Inside Jobs'
Agency: DDB Paris
Production: ALLSO Paris
Sound: THE Sound Production
Trolling competitors is not exclusive to McDonald’s and Burger King, so when others do it with more discretion, that's cool. First of all, my congrats to the lucky ones who found the recruitment message. It means they did their job well and were skilled mechanics. But the most rewarding part of this operation was that they found the golden ticket without knowing they were even chasing it.
Winamax - 'The Ball of Yarn'
Once again, Winamax was thinking big. I mainly chose this campaign because of its craft - it may be the first time an online betting site ad caught my attention. With this very cinematographic film mixing the aesthetics of Korean films and sci-fi, it takes the representation of betting to a level you’ve never seen before. Plus, a pretty rad OOH campaign came out with some badass anime-inspired illustrations.
Veet Men - 'Oodyssey'
Agency: BETC Paris
Who said hair removal was only a woman's business? Honestly, this topic could not have been taken any other way than lightly. While women's hair has been on the rise again, the same cannot be said for men. With music somewhere between the opening song of 'Where the Wild things Are' movie and the 'Twin Peaks' theme, this spot would almost make me want to hang on to these little fluffy balls and let myself be carried away by the wind... thank you for this poetic and sensorial escape.
Burberry - 'Night Creatures'
Production: Riff Raff Films
Post: WORK Editorial
After 'Festive' (2020) and 'Open Spaces' (2021), Burberry has returned with a new film. Even if the 'War of the Worlds' aspect might make you feel anxious at first, the brand ends up leaving us spectators with a magnificent ballet in which the protagonists and the creature learn to tame themselves. It is always interesting to see the different techniques implemented and the vision of the creators at Burberry.
Spotify - 'Listening Is Everything'
A subdued, classic TVC, yet the tagline does it all. 'Listening Is Everything' is genuinely pictured. It demonstrates that Spotify is not just about listening to music. It gives music a real power - the power to connect completely different people. Because the more you listen to people, the more they will feel supported.