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Creative in association withGear Seven
Group745
BETC create L'Envol for Air France
13/09/2011
Group745
Advertising Agency
Paris, France
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For Air France, French choreographer Angelin Preljocaj teamed up with betc euro rscg to create ' lenvol'.......
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 For Air France, French choreographer Angelin Preljocaj teamed up with betc euro rscg to create ' l’envol'.

 
In this breath-taking film, French dance virtuoso Benjamin Millepied and his dance partner Virginie Caussin perform a poetic metaphor of taking flight.
 
Filmed on a mirror that reflects only the sky and the dancers, this film is an essential expression of the brand signature “making the sky the best place on earth”. The purity of this film, its formal beauty and the absence of traditional advertising conventions make it truly original.
 
Angelin Preljocaj explains, “This film tells a story about travel and trust. These values are highlighted by Air France to evoke the brand’s own qualities: confidence and serenity… “.
 
The strength of the film’s impact resides as much in its originality as in its ability to arouse universal emotions with which everyone can identify. It also generates a sense of excellence and expertise that bolster Air France’s brand capital: reliability.
 
Stéphane Fontaine beautifully renders the film’s photography and the choreography is carried by the interpretation of Mozart’s piano concerto no. 23 by Les Siècles symphony orchestra, featuring pianist Vanessa Wagner and conducted by François-Xavier Roth.

To see the film click below link

http://www.youtube.com/watch?v=54qzSgY7vT0&feature=player_embedded
 
Credits
Work from BETC Paris
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