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French Mobile Network Free Spares No Expenses for 5G Launch

Creative 53 Add to collection

Birth directing duo Martin Jalfen and Valentin Guiod capture the campaign with Herezie

French Mobile Network Free Spares No Expenses for 5G Launch

French mobile operator Free has been regularly disrupting the country’s market since 2002. Today, they are continuing to make the latest innovations more accessible with a new unlimited 5G mobile offer… at the same price as its 4G plan.

If it’s better, it’s more expensive… Not at Free

To communicate the extremely competitive offer, Paris agency Herezie created a campaign built on insight and a long-standing financial principle: when it’s better, it’s more expensive.

The campaign lays out a series of scenarios (cavemen bartering, trades between gangsters, soccer transfers, the choice of weapon in video games), each illustrating, in the brand’s characteristic light-hearted, mischievous tone, that it costs more if you want something better. Each film ends with the same impactful conclusion: 'Not at Free', emphasising the exceptional nature of the offer.

To direct and produce the films, Free and Herezie turned to production house Birth and its director duo, Martin Jalfen and Valentin Guiod, known for their refreshing, upbeat outlook, abounding with pop culture references (cinema, football, gaming…).  The campaign features “He’s Got My Money Now” from Czech group The Silver Spoons, a nod to the campaign’s theme which subtly reasserts the message that Free’s 5G offer is the most affordable on the market. And, as always, various easter eggs are hidden throughout the films viewers to discover.

The campaign will be unveiled on TV and online Monday March 1st. There will be a one minute 45 second long film designed for digital, and for TV 35s, 30s and 20s versions will rotate to highlight each stage. Shorter 15 second versions will also be broadcast on VOL and social media. Various social activations will complement the operation over the coming weeks. Name of campaign consists of a 1m45s digital film as well as shorter versions – 35s, 30s, and 20s – for TV, and 15s versions broadcast on VOL and social media. 

Various social activations are also organised to accompany the campaign’s rollout over the coming weeks.

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Brand: Free

Marketing Director: Camille Perrin

Advertising manager: Gwendoline Helary


Production: Birth

Directors: Martin Jalfen, Valentin Guiod

Executive Producer & CEO: Hugo Nathan-Legrand

Assistant Producer: Tara Pehaut

Production Manager: Thomas Aboulker

Production Assistant: Dounia ISSA

Director of Photography: Pau Castejon

1st assistant director: Jacques Eberhard

Post Production 

Post-Production: Firm

Post-Producer: Johan Luce- Antoinette

Music: “He’s got my money now” / The Silver Spoons


Production: Benzene

Creative agency: Herezie

Chief Executive Officer: Andrea Stillacci

Executive Creative Directors: Paul Marty, Etienne Renaux


Art Director: Rodolphe Pinta

Copywriter: Théo Castagne


International Account Director: Dimitri Boudnikoff

Account Manager: Camille Pothier


TV Producers: Barbara Vaira, Laureen Rigot, Tanya Kozlova

Genres: Comedy, People, Dialogue

Categories: Utilities, Mobile Network

Birth UK, Tue, 16 Mar 2021 14:05:21 GMT