IDEAS
“
“
we travel to change not a place BUT
STRATEGY
ART DIRECTION
AD CAMPAIGNS
GOVERNMENTAL CAMPAIGN INCITING YOUNG PEOPLE TO VOTE INTEGRATED CAMPAIGN ART DIRECTION + EXECUTION CHICAGO 2013
PROBLEM
A majority of young people (18-25 yrs old) don’t vote > They don’t feel concern or they think it’s boring > They don’t have enough information
OBJECTIVE
Incite young people to vote letting them know that > Voting give them the power to change the way things are > Voting is an easy process and can be fun
SOLUTION
Sensibilizing them with a communication that is > Funny > Surprising > Interactive
EACH TIME YOU DON’T VOTE, A HIPSTER IS BORN.
Life may not always go easy on you. But fortunately you still have the leading role for changes. So please, raise your voice. Be loud. Vote proud.
BE LOUD VOTE PROUD
.GOV
EACH TIME YOU DON’T VOTE, A KITTY DIES.
YOUR MOM HITS ON YOUR BEST FRIEND.
Life may not always go easy on you. But fortunately you still have the leading role for changes. So please, raise your voice. Be loud. Vote proud.
Life may not always go easy on you. But fortunately you still have the leading role for changes. So please, raise your voice. Be loud. Vote proud.
BE LOUD VOTE PROUD
.GOV
EACH TIME YOU DON’T VOTE,
BE LOUD VOTE PROUD
.GOV
VIDEO: A sentence appears on the screen. AUDIO: Voiceover “each time you don’t vote”. Project: BeProject: loud, vote proud! Title:Title: EachTitle: timeEach you time don’t vote, a kitty dies n°1 n°1 n°1Page:Page: 1/2Page: Be loud, vote proud! you don’t vote, a kitty Scenario: Project: Be loud, vote proud! Each time you don’t vote, a kitty dies diesScenario: Scenario: 1/2 1/2
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1. Fixed Shot
2. Dolly in
EACH TIME YOU EACH TIME YOU EACH TIME YOU DON’T VOTE... DON’T VOTE... DON’T VOTE...
Project: Be loud, vote proud!
5. Dolly in
6. Dolly in + Fixed shot (when shocked)
4. Dolly in
Title: Each time you don’t vote, a kitty dies
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VIDEO: Wean see an hospital VIDEO: We see hospital AUDIO: of a women yelling AUDIO: soundsound of a women yelling (low (low volume). volume).
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3. Dolly in
Project:Be Beloud, loud,vote voteproud! proud! Project:
Scenario: n°1
Page: 2/2
Title:Each Eachtime timeyou youdon’t don’tvote, vote,aakitty kittydies dies Title: Life may not always go easy on you,
7. Fixed Shot
8.ButFixed Shot fortunately you still have the leading role for changes.
VIDEO: Dolly in the corridor toward a door. VIDEO: A sentence onappears the VIDEO: Dolly in theDolly pass VIDEO: WeVIDEO: see hospital VIDEO: Aappears sentence on the VIDEO: thewe hospital: we pass We an hospital VIDEO: A sentence appears on the VIDEO: Dolly inhospital: theinhospital: we pass VIDEO: Wean see ansee hospital So please, raise your voice. thethrougt entrance theofbuilding theofentrance theand building and Woman yelling (higher volume througt the entrance theofbuilding andAUDIO: screen. AUDIO: sound of asound women (lowyelling screen. AUDIO: ofyelling a women screen. AUDIO: sound of a women yelling (low (low througt than before) + A man voice yelling “we are arrivearrive in the arrive the corridor. incorridor. theincorridor. AUDIO: Voiceover “each time“each you AUDIO: Voiceover timedon’t you don’t volume). volume). AUDIO: Voiceover “each timedon’t you volume). AUDIO: sound of the women yelling AUDIO: sound ofwomen the women yellingalmost there, push!” + another man AUDIO: sound of the yelling vote”.vote”.vote”. blowing intensively (high (high volume). (high volume). volume).
... A HIPSTER IS BORN
ote, a kitty dies
Scenario: n°1
VIDEO: we see what the doctor is looking at + he hold in his hand the baby that just came out of the women: He looks like a hipster. AUDIO: doctor “Errr...” (foreground) Page: 2/2The woman heaves a sigh of relief + Husband is shouting with joy (background)
9. Fixed VIDEO: Dolly the camera passes through VIDEO: Dolly in:Shot thein:camera passes through the door andsee weasee a childbirth the door and we childbirth scene.scene. AUDIO: woman like crazy + doctor AUDIO: woman yellingyelling like crazy + doctor is coming” + husband yellingyelling “he is“he coming” + husband yellingyelling darling” “push“push darling”
almostalmost there, push!” + another man almost there, push!” + another there, push!” + another man man blowing intensively blowing intensively blowing intensively BORN
BE LOUD VOTE PROUD
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VIDEO: Sentences.
VIDEO: End of the sentence that appeared on the first screen. AUDIO: man voiceover “a hipster is born”.
AUDIO: man voiceover reading the ... ...A AHIPSTER HIPSTERIS ISBORN BORN sentence.
just AUDIO: the woman and her husband yelling just the woman and her husband AUDIO: just the woman and her husband yellingyelling yellingyelling “he yelling is“he coming” + husband is coming” +yelling husband is“he coming” + husband yellingyelling AUDIO: - The screen: doctor now silencious -isThe doctor issilencious now silencious The doctor is now 5th the woman scream, the “push“push darling” “push darling” darling”
BE LOUD VOTE PROUD
doctor says “he is coming” (calm and neutral) and the husband yells
at
VIDEO: Sentences.
VIDEO: Logo. Website’s logo.
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AUDIO: man voiceover reading the sentence.
AUDIO: man voiceover “be loud, vote reading. proud.gov”.
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VIDEO: A sentence appears on the screen. AUDIO: Voiceover “each time you don’t Be loud, vote proud! time you don’t vote, a kitty Scenario: 1/2 Project: BeProject: loud, vote proud! Title: Title: EachTitle: time Each you vote, a kitty n°1 1/2 Page: Project: Be loud, vote proud! Each timedon’t you don’t vote, a dies kitty dies diesScenario: Scenario: n°1 n°1Page:Page: 1/2 vote”.
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1. Fixed Shot
2. Fixed Shot
EACH TIME YOU EACH TIME YOU EACH TIME YOU DON’T VOTE... DON’T VOTE... DON’T VOTE...
on’t
VIDEO: is approaching tree. He VIDEO: A cat A is cat approaching a tree.a He rope hisand pawseems and seems holdsholds a ropea in his in paw to be to be sad. sad. AUDIO: friction & footstep AUDIO: friction & footstep soundsound effect.effect. 5. Fixed Shot
4. Fixed Shot
Title: Each time you don’t vote, a kitty dies
Scenario: n°1
Page: 2/2
VIDEO: He throws the to rope to a branch VIDEO: He throws the rope a branch and it. fixes it. Then, he leaves and fixes Then, he leaves (going(going towards the side rightof side the screen). towards the right theofscreen). AUDIO: friction, rope fixing & footstep AUDIO: friction, rope fixing & footstep Project: Be vote loud,proud! vote proud! Title: Each Title:time Eachyou timedon’t you vote, don’t avote, kitty dies Project: Be loud, kittyadies soundsound effect.effect. 6. Close up
7. Close up
8. Fixed Shot
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Life may not always go easy on you,
fortunately you still leading role for changes. VIDEO: He isButcoming back tohave thethe tree VIDE VIDEO: A sentence VIDEO: is approaching tree. He VIDEO: VIDEO: He throws the rope to a branch VIDEO: A sentence appears on appears theon theon the VIDEO: A cat is a tree.a He He throws the rope a branch VIDEO: A sentence appears VIDEO: A approaching cat A is cat approaching tree.a He VIDEO: He throws the to rope to a branch So please, raise your voice. and fixes it. Then, he leaves (going Then, he leaves (going(going dragging a chair. his h andit. fixes it. Then, he leaves screen. rope in his pawseems and screen. holds holds a ropeholds hisa in paw seems to beseems screen. ain rope hisand paw and to be to beand fixes theofright side the screen). towards thetowards right theof screen). towards the side right side theofscreen). AUDIO: chair movement & footstep AUDIO: Voiceover “each timedon’t you don’tsad. sad. sad. AUDIO: Voiceover “each time you AUDIO: Voiceover “each timedon’t you AUDIO: friction, fixing & footstep AUDIO: friction, rope fixing & footstep AUDIO: friction, rope rope fixing & footstep sound effect. AUD AUDIO: friction & footstep sound vote”.vote”.vote”. AUDIO: friction & footstep sound effect. AUDIO: friction & footstep sound effect.effect. sound soundsound effect. effect.effect.
... A KITTY DIES
But fo
y dies
Scenario: n°1
VIDEO: Close-up slowly on the cat’s head + Blood coming out of his neck. AUDIO: Long silent & bloor flow sound effect.
Page: 2/2
9. Fixed Shot VIDEO: Heon gets the chair and passes VIDEO: He gets theonchair and passes his head the rope. his head in theinrope.
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VIDEO: End of the sentence that appeared on the first screen.
AUDIO: voiceover reading the Aman KITTY DIES ... A... KITTY DIES sentence.
AUDIO: man voiceover “a kitty dies”.
VIDEO: He pushes the chair and AUDIO: VIDEO: He pushes the chair away away and VIDEO: VIDEO: Close-up slowly the cat’s heada VIDEO:VIDEO: the sentence Close-up slowly on the cat’s head End of End the of sentence that that When a text is on on the screen man VO read it. dies. dies. + Blood coming out of his neck. appeared on the first + Blood coming out of his neck. appeared on the first screen.screen. AUDIO: chair falling on the floor & pain AUDIO: chair falling on the floor & painAUDIO:AUDIO: Long & silent bloorsound flow sound Long silent bloor&flow From the 2nd to the 5th screen we hear mewing mewing soundsound effect.effect. effect. & footstep sound effects. man voiceover kitty dies”. effect.friction AUDIO:AUDIO: man voiceover “a kitty“adies”.
BE LOUD VOTE PROUD
The 3rd screen add a rope fixing sound
Life may not always go easy on you, effect and the 4th screen, a chair But still have the leading role for changes. Heback isyoucoming back totree the tree VIDEO: Heon gets thepasses chair and passesmovement VIDEO: He pushes the chair VIDEO: He isVIDEO: coming to theto tree VIDEO: He gets the chair VIDEO: Hesound pushes the chair and away VIDEO: Hefortunately is coming back the VIDEO: Heon gets theonand chair and passes VIDEO: He pushes the away chair away and effect. So please, raise your voice.
dragging a chair. dragging a chair. dragging a chair. AUDIO: chair movement & footstep AUDIO: chair movement & footstep AUDIO: chair movement & footstep sound effect. soundsound effect. effect.
VIDEO: Sentences.
10. Fixed Shot
AUDIO: friction & footstep AUDIO: friction & footstep soundsound effect.effect.
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Project: Be loud, vote proud!
3. Fixed Shot
VIDE hold sad. AUD
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6th chair falling on the floor his the rope. his head thehead rope. dies.screen: his in head in theinrope. dies. dies. .GOV & pain mewing sound effect. AUDIO: chair falling on& the & pain AUDIO: chair falling on the floor painfloor AUDIO: chair on floor & pain 7th screen: Long falling silent &the bloor flow AUDIO: friction & footstep sound effect. mewing sound effect. AUDIO: friction & footstep sound effect. mewing sound effect. AUDIO: friction & footstep sound effect. sound mewing effect.sound effect.
LOUD BEBE LOUD VOTE PROUD VOTE PROUD Music: None.
VIDEO: Sentences.
VIDEO: Logo.
AUDIO: man voiceover reading the sentence.
AUDIO: man voiceover “be loud, vote proud.gov”.
.GOV .GOV
VIDEO
AUDI sente
BE LOUD VOTE PROUD
SPONSOR OF STUDENT UNIONS: GOODIES FOR STUDENT EVENTS > T-SHIRT/ Outfit of the student union members + Distributed as a free gift > USB KEY/ Contains pictures of the event (+ logo) + link toward the website > REDBULL CANS/ For those who want to change the world (Cf.Felix Baumgartner)
EACH TIME YOU
ME YOU
DON’T VOTE
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DON’T V
EACH TIME YOU
DON’T VOTE
BE LOUD VOTE PROUD
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BE LOUD VOTE PROUD
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EACH TIME YOU
DON’T VOTE
BE LOUD VOTE PROUD
EACH TIME YOU
DON’T VOTE
> WEBSITE Information + short videos (similar to the TV spot) + gaming with characters from the ads + follow the facebook contest Website available in app > FACEBOOK “How would you like to make a change?” contest: post your picture on the page BE LOUD VOTE PROUD of something that you would like to be real The best idea (most liked) will be realized for real > Win the power to change your world
YOU HAVEMOM RAISEDHITS YOUR YOUR VOICE BY VOTING AND ON YOUR CAN BE PROUD OF IT. BEST FRIEND
THANKS FOR MAKING CHANGES !
> PUSH NOTIFICATION ON MOBILE 1 - At the voting desk opening 2 - When you pass near a voting desk 3 - When you go out of the voting desk
A KITTY DIES
YOUR MOM HITS ON YOUR BEST FRIEND
OR
BLUETOOTH DETECTOR
> TWITTER @BLVP Informative: dialogue with the target to inform them about voting + answer to their questions
AT THE VOTING DESK OPENING
A HIPSTER IS BORN
2 PASSING NEAR A VOTING DESK
1
3
LAUNCH CAMPAIGN - PRINGLES GRAB&GO PRINT ART DIRECTION + EXECUTION CHICAGO 2013
PROBLEM
Launch of the Grab&Go Pringles box. > Pringles are not the kind of healthy snack that we bring to eat outside
OBJECTIVE
> Develop consumption opportunities -> Pringles is also a snack. > Make people aware that they consume it for the pleasure provided. It won’t make them fat or unhealthy to eat it during their busy day.
SOLUTION
Targeting active people who love to pleases them > Playing with extrem sports because it communicates values (fun, challenge, health, movement, outdoor, strong body like the not-easy breakable chips)
Project: Pringles VIDEO: A girl close the zipper of her wetsuit Ti (close-up on the Zipper. Background: water + sky -> blur)
Project: Pringles roject: Pringles Project: Pringles
Title:Title: Grab&Go Title: Grab&Go Grab&Go
Name: Leclercq Aurelie Name: Leclercq Aurelie Name: Leclercq Aurelie
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VIDEO: Close-up on a zipper of a wet-suit VIDEO: Close-up on a parachute that a guy VIDEO: Close-up on ski shoes that are VIDEO: A surfer jumps to stand up on her getting fixed on skis. getting closed. put on his back. surfboard and slips on the wave. AUDIO: Music Daft Punkback. + Voiceover “Thanks Background (blur): snow Background (blur): water & sky Background (blur): earth-view from the sky Long Shot-character’s Project: Pringles Title: Grab&Go Name: Leclercq Aurelie Page: 2/3 roject: Pringles Title: Grab&Go Name: Leclercq Page: 2/3 VIDEO: A guy puting iseffect parachute on A girlthe close the zipper of herof wetsuit Aisskier puting his skihis shoes on hisAUDIO: VIDEO:AUDIO: A guyVIDEO: is puting issound parachute onbag EO:VIDEO: A girl close zipper ofthe her wetsuit VIDEO:VIDEO: A skier puting hisisski shoes onski hisshoes Aisguy is puting isbag parachute bag onAurelie VIDEO: A girl close zipper her wetsuit VIDEO: Aisskier puting on his new VIDEO: The girl“feed jumpsPringles on her feet stand up AUDIO: Interlocking sound effect AUDIO: Zipper sound effect Friction music me - death robot” to the Grab&go Box...to ” by his(close-up back hison back. Background: starts when she jumps (close-up theon Zipper. Background: + his+back ski (close-up theon shoes. Background: on(close-up his on back. Background: ose-up on (close-up the on Zipper. Background: water +waterwater theon shoes. Background: the the his(close-up back his back. Background:ski (close-up the Zipper. Background: skion(close-up the shoes. Background: the surfboard on her and slip on the wave.
sky ->sky blur) -> blur) -> blur)
Zipper sound effecteffect DIO:AUDIO: Zipper soundZipper effectsound AUDIO:
-> blur) snow snow -> blur) snow -> blur)
(viewpoint: her back -> we see what she sees)
Friction sound effecteffect AUDIO:AUDIO: Friction sound effectsound AUDIO: Friction
AUDIO: Interlocking effecteffect AUDIO: Interlocking soundsound effectsound AUDIO: Interlocking
AUDIO: Music Daft Punk - Da Funk
The takes surferout takes out pocket of her pocket a EO:VIDEO: The surfer of her a of Pringles Grab&Go & Cream. of box Pringles Grab&Go Onion Onion & Cream.
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VIDEO: The skydiver takes out of his pocket a box of pringles Grab&Go Original. Close-up on the pocket. VIDEO: The skydiver takes out pocket of herchips pocket a VIDEO:AUDIO: The skydiver takes out offavorite her a will music + VO “your
of Pringles Grab&Go Original. box of box Pringles Grab&Go Original.
VIDEO: The skier takes out of his pocket a VIDEO: The surfer opens her box while box of pringles Grab&Go Cheese. slipping on the wave. Close-up on the pocket. Long shot. The skier takes out pocket.” of her pocket aAUDIO: VIDEO: The skier takes her pocket a VIDEO: The surfer opens her box while AUDIO: VIDEO: music + VO “beout in of your music + sound effect of the box
of Pringles Grab&Go box of box Pringles Grab&Go Cheese.Cheese.
slipping on the wave.
MusicPunk Daft+Punk + Voiceover “Thanks AUDIO:AUDIO: Music Daft+Punk + Voiceover Music Daft+Punk + Voiceover DIO:AUDIO: Music Daft Voiceover “Thanks Music Daft Punk Voiceover “Your “Your AUDIO:AUDIO: Music Daft Punk Voiceover “to live“to live AUDIO: Music Daft Punk - Da funk + sound VIDEO: The girl jumps on her feet to stand up VIDEO: VIDEO: The guy jump out of the plane and fall VIDEO: The guy downs the slopes full a full EO: The girl jumps on her feet to stand up The guy jump out of the plane and fall VIDEO: The guy downs the slopes with awith full awith VIDEO: The girl jumps on her feet to stand up VIDEO: The guy jump out of the plane and fall VIDEO: The guy downs the slopes to the new Grab&go Pringles Box... ” favorite chips will always be in your pocket” your full experiences. ” he new Grab&go Pringles Box...” favorite chips will always be in your pocket” your full experiences.” effect of the box opening heron surfboard on theon wave. in the sky. a landscape. (viewpoint: his -> back wewhat seewe what her on surfboard and slipand on slip the wave. in the sky. (background: a landscape. speed.speed. (viewpoint: his back we see her surfboard and slip the wave. in the(background: sky. (background: a landscape. speed. (viewpoint: his-> back -> see what (viewpoint: her->back -> we seewe what she viewpoint: his->back -> we seewe what he sees) he sees) wpoint: her back we what she sees) viewpoint: his back we what he sees) he sees) (viewpoint: hersee back -> see whatsees) she sees) viewpoint: hissee back -> see what he sees) he sees)
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Music Daft-Punk -Punk Da Funk AUDIO:AUDIO: Music Daft Punk Da Funk AUDIO: Music Daft - Da Funk
AUDIO: Music Daft -Punk -Punk Da Funk AUDIO: Music Daft Punk Da Funk AUDIO: Music Daft - Da Funk
Grab&Go Name: Leclercq Aurelie Page: 2/3 Go Name: Leclercq Aurelie Page: 2/3 is puting is parachute bag on VIDEO: skier is puting ski shoes on his O:VIDEO: A guy A is guy puting is parachute bag on VIDEO: A skierA is puting his skihis shoes on his
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AUDIO: Interlocking AUDIO: Interlocking soundsound effecteffect
Title: Grab&Go
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VIDEO: A skydiver jumps out of the plane
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VIDEO: A skier downs the slopes with a full VIDEO: The surfer takes out of her pocket
a box of pringles Grab&Go Onion & Cream. speed. and fall in the Music Daftsky. + Voiceover “Your AUDIO: Daftback. Punk + Voiceover “to live O:AUDIO: MusicShot-character’s Daft Punk +Punk Voiceover AUDIO: Music Music Daft Punk + Voiceover “to live Close-up on the pocket. Long Shot-character’s Long back. “Your Project: Grab&Go Name: Project: Pringles Title: Grab&Go Name: Leclercq Aurelie Page: 3/3 O:favorite The guy jump out ofin the plane and fall VIDEO: The guy the slopes with awith full VIDEO: The Pringles surfer out of her pocket a...Title: VIDEO: The skydiver takes out of her pocket aLecl VIDEO: The guy jump out of the plane and fall AUDIO: VIDEO: The guy slopes a full chips will always be inpocket” your pocket” your full experiences. ” the AUDIO: music + VOtakes “...the Grab&Go box” music +downs VO downs the full” ... AUDIO: music +be VOyour “to live your te chips will always your full experiences. ”“...to “Pringles invented...” e experiences...” sky. (background: a landscape. speed.speed. (viewpoint: his back we-> see box now...” of Pringles Grab&Go Onion & Cream. box of Pringles Grab&Go Original. in the sky. (background: a landscape. (viewpoint: his -> back wewhat see what“So point: his back we -> seewe what sees) he sees) viewpoint: his-> back see he what he sees) he sees) AUDIO: Music Daft Punk + Voiceover “Thanks AUDIO: Music Daft Punk + Voiceover “Your IO:AUDIO: Music Music Daft Punk Da Funk AUDIO: MusicMusic Daft Punk - Da Funk to the new Grab&go Pringles Box...” favorite chips will always be in your pocket” Daft-Punk - Da Funk AUDIO: Daft Punk - Da Funk
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VIDEO: The skydiver shakes the box to let VIDEO: The skyer watches the chip coming near VIDEO: Close-up on his face when the chip a chip goes out of it and flies in the air. to his mouth. Slow down shot (progressive). enters in his mouth. Slow down shot until Long shot. Slow down shot. Long shot. he crunches it with pleasure. VIDEO: Close-up onof histhe facemusic when the chip VIDEO: Close-up on his face crunching the chip O:AUDIO: VIDEO:VIDEO: The the flying chip on The skydiver shakes the boxthe to let chip on hisskyer face when the chip AUDIO: slow down of thecatches music (progressive) slowskydiver down of the music AUDIO: Slow down + with cracking VIDEO: The catches skyer the flying chip on The shakes boxa to letVIDEO: a chip Close-up enter in his mouth. Slow down shot. sound effect. Then, music take back its pleasure. slow down shot untilthe he crunches the chip. out of itout andofflyit in theflyair. down mouth. Slow down shot. shot. enter mouth. down shot. going and in Slow the air. Slowshot. down shot.in hishis hisSlow mouth. Slow down original rythm
AUDIO: Slow downeffet of the music in the O:AUDIO: Slow down the music the exagerate AUDIO: Slow down ofin the music in thein theAUDIO: Craking sound then the music AUDIO: Slow down of the music the Slowofdown of theinmusic in the exagerate AUDIO: Slow down of the music VIDEO: The surfer opens her box while exagerate way. when the chip comes out of the box. way. way. takes back its original rythm. way. exagerate way when the chip comes out of the box.exagerate exagerate
slipping on the wave.
AUDIO: Music Daft Punk - Da funk + sound effect of the box opening
VIDEO: Packshot. Pringles boxes appear successively + tagline AUDIO: VIDEO: MusicClose-up + VO “New pringles Grab&Go, on hisappear face crunching the chip with VIDEO: The pringles boxes one after for wherever you go.”
pleasure. slow down shot until he crunches the chip.
the other + tagline.
Craking effet then the music AUDIO:AUDIO: Music Daft Punksound + Voiceover “Pringles VIDEO: The skydiver shakes the box to let a chip takes back its original rythm. Grab&Go, for wherever you go.” going out of it and fly in the air. Slow down shot.
AUDIO: Slow down of the music in the exagerate way when the chip comes out of the box.
- Social networks: A special page “share your Pringles experience� will be created for consumers to post pictures about funny situations, places, where they ate Pringles chips. It will be relayed on twitter and instagram. - A week of free extreme sport will take place in the city. In each activity, participants will have to catch their pringles box. During the event, flyers will be distributed to let the target know about the campaign: download the app & interact on facebook to win gifts.
CATCH THE CHIPS IN YOUR CITY
BACK
BACK
CONNECT CONNECT TO PLAY TO PLAY
CATCH THE CHIPS IN YOUR CITY
Stickers of Pringles chips will be hidden in Chicago. On each of them a QR code will be printed. People have to find them and flash it via the Pringles app to win levels and play to the lottery.
BACK
BACK
CONGRATULATION ! YOU HAVE REACH LEVEL 5
CATCH THE CHIPS IN YOUR CITY
the user will see his evolving and the score of his friends, so they can be in competition.
LIVE THE PRINGLES EXPERIENCE
CONNECT TO PLAY
The lottery permits the user to unlock several levels at a time and to win real awards like Grab&Go boxes, T-shirts, tickets for sportive events, etc.
SHARE
SHARE
SIGN IN
LIVE THE PRINGLES EXPERIENCE
LIVE THE PRINGLES EXPERIENCE
LOGIN WITH FACEBOOK
BACK
BACK
BACK
BACK
BACK
CHOOSE YOUR EXPERIENCE
CHOOSE YOUR EXPERIENCE
CHOOSE YOUR EXPERIENCE
CHOOSE YOUR EXPERIENCE
CONGRATULATION !
CONGRATULATION !
CONGRATULATION !
CONGRATULATION !
TAKE A PICTURE OF YOU TO LIVE ITCONGRATULATION FOR REAL !
YOU HAVE REACH LEVEL 5
CONNECT TO PLAY
PLAY
SHARE
NEXT
SHARE
YOU HAVE REACH LEVEL 5
CONNECT TO PLAY
PLAY
SHARE
NEXT
SHARE
YOU HAVE REACH LEVEL 5
CONNECT TO PLAY
PLAY
SHARE
NEXT
SHARE
YOU HAVE REACH LEVEL 5
CONNECT TO PLAY
PLAY
SHARE
NEXT
SHARE
BACK
YOU HAVE REACH LEVEL 5
CONNECT TO PLAY
SHARE
SHARE
CONGRATULATION ! YOU HAVE REACH LEVEL 5
CONNECT TO PLAY
SHARE
SHARE
LE PANIER DE MARGUERITE E-COMPANY CREATION (SIMULATION) BUSINESS DEVELOPMENT - ART DIRECTION + EXECUTION LONDON 2014
CONCEPT
BACK TO BASICS. Le Panier de Marguerite is the link between producers and consumers. Customers order their food from a farm they have choosen themselves. They receive the product at their door like in old times. The company delivers dairy (milk, honey, egg, jam), meat, fruits & vegetables. Initially, the website would be launch exclusively in France in key places.
marguerite
vimeo.com/103134984
password:
buying process
discover the
PACKAGING > MILK PACK - When customers order more than one bottle > JAM - Packaging also used for honey > EGGS PACK - Slide the top part to open & close it > PIC NIC BASKET - Received as gift + send to a friend for the summer arrival > MEAT PACK - On it: a drawing of the animal (a colored part for the meat you have) & a see-through part > FRUIT BAG - Made in a hard-wearing Cardboard Every product is ECO-FRIENDLY
DELIVERY > A vintage truck transports the products > A dairy dressed like old times brings them at the door When the delivery man knocks at the door, he takes a polaroid picture with the customer and give him as a gift. Then, we post it on instagram.
DIGITAL > GIF BANNERS toward the website > SOCIAL NETWORKS: Presence on Twitter to chat with the target (FAQ, after sales support,...) and Facebook to post about the brand, our updates, recipes, contest,...
THE NORTH FACE PRINT ART DIRECTION + EXECUTION CHICAGO 2013
THE BRAND
The North Face is an American outdoor product company specializing in outdoor clothing and gear. Brand values: innovation, technology, expertise, safety
KOPS PARK JAM @NORTH BY NORTHEAST FESTIVAL PRINT ART DIRECTION + EXECUTION TORONTO 2012
VIDEOS
BLANC LAUNDRY CORPORATE VIDEO COPYWRITE - ART DIRECTION - REALISATION - EDITION LONDON 2014
(1)
(2)
STORYTELLING SCRIPT Every day, our clothes take part in our lives. We all have so many things to do, we travel hundreds of miles a day, make important decisions, meet so many people, that we forget to take care about things that influence our experiences : our clothes. While they make us professional, charismatic, trendy or comfy; We get them dirty, we rip them, we throw them into a corner, day after day, use after use. Every time, it’s a new challenge for our clothes. Although, you always find the right one that fits you perfectly.
(6)
(11)
(12)
(13)
(15)
(16)
As a second skin, they really need to be preserved. And the better way to do it, is to replace toxic chemicals with biodegradable detergents. Helping your most delicate clothes to take care of your health and our environment. This is what we choose at Blanc, because we simply care.
(3)
(4)
(5)
(7)
(8)
(9)
vimeo.com/100814910
I WOULD REPLACE... (1) The cover in white (7) A middle shot of people walking on the street looking professional; charismatic; etc. (8) A coffee stain (9) A jacket ripped by a door handle (10) The vocal: “We toss them aside” (13) No dr Pepper logo on the sweatshirt Before the (15) Add a scene before this one showing toxic detergents (18) (19)
password: laundry
(17)
WHAT IF I COULD MODIFY IT TODAY?
see the video
(14)
(10)
AVANT-GARDE AGENCY SPOT OF INTRODUCTION FOR AN AD CONTEST ART DIRECTION - REALISATION - EDITION LONDON 2014
see the video
vimeo.com/103111622
password: avantgarde
Influenced by East London, by an artistic context, a melting pot of genre.
CADENCY AGENCY SPOT OF INTRODUCTION FOR AN AD CONTEST COPYWRITER - ART DIRECTION PARIS 2014
“COMMUNICATION PROBLEMS? LIMITED AMBITIONS? HAVE YOU EVER THINK DIFFERENTLY? OPEN YOUR EYES CAST OFF WE HAVE THE IDEA FEEL FREE TO MOVE FORWARD”
see the video
password: cadency
vimeo.com/103241002
PERSONAL EXPERIMENTS
VIRTUAL FLIGHT CREATION OF A VIDEO GAME ART DIRECTION + EXECUTION LONDON 2014
vimeo.com/102070836
password: plane
see the video
testing with oculus rift
VJ ART DIRECTION + EXECUTION LONDON 2014
Stimulating my eyes and my hears at the same time is the better way to catch my attention. And... it’s entertaining. Let’s have more of it for events & street marketing operations!
vimeo.com/103226222
password: veejay
see the video
VIDEO PROJECTION MAPPING ART DIRECTION + EXECUTION LONDON 2014
A way to play with the environment and see things you never imagined to be around...
see the video
password: mapping
vimeo.com/102317768
Imagine a projection on buildings, buses, or inside a room to give the target the impression to travel from this single place. Now, imagine to combine this technology with a leap motion or kinect technology to interact with this fictive environment.
what if we
could use it for a brand?
PACKAGING 3D ART DIRECTION + EXECUTION LONDON 2014
PHOTOGRAPHS
toronto 2012
new york 2012
arizona 2013
hollywood 2013
chicago 2013
toronto 2012
chicago 2013
venezia 2013
barcelona 2013
mexico 2012
barcelona 2013
alpes 2011
THANK
YOU
leclercq aurelie
leclercq.aurelie.enc@gmail.com
+33 677 708 174 (FR)
@Mademoiselle_A Instagram: aurelieleclercq