PRO-AC / PITCH
WIP OR FAILED
Context:
Each year for Christmas, France Télévisions makes a brand campaign to thank audiences and promote togetherness.
Problem to solve:
How to deal with a subject that has been used millions of times?
In other words, how create brand singularity in a collective message?
MY ROADMAP TO DELIVER A SOLUTION
MARKET:
2018 trends on advertising campaign during Christmas
CONSIDER THOSE WHO ARE LEFT ASIDE. CHRISTMAS FULL OF STEREOTYPES. OPTIMISTIC CHILDHOOD VISION. BEHIND THE GREATEST MYTH. CHRISTMAS, A DIVERSION STORY. SOFTNESS CONNEXIONS. HABITS OF CHRISTMAS
TENSION?
MOST OF THE CHRISTMAS ADVERTISING CAMPAIGN ARE REPRESENTING SNOWY DAY....
DISTINCTIVE INSIGHT
***
THE LAST SNOWING CHRISTMAS IN FRANCE WAS 9 YEARS AGO AND FRANCE WAS TOTALLY UNDER SNOW. IN A GLOBAL WARMING CONTEXT, SNOW IS PROBABLY COMPROMISED IN 2019.
AND COLLECTIVE BRAND RESPONSE
CREATE SURPRISE AROUND A RESPONSIBLE AND UNIFYING DISCOURSE THAT CELEBRATE THE MAGIC OF CHRISTMAS. A STORY WHERE SNOW IS A QUEST FOR CHRISTMAS, BOTH SINGULAR & COLLECTIVE FOR FRANCE TÉLÉVISIONS
LET'S REFRESH CHRISTMAS SPIRIT