High Five has been a regular part of LBB’s UK coverage, serving as a monthly roundup of the five best campaigns to launch. Moving into 2021, High Five is going global and we’ll be bringing you the best work from across the globe packaged into these neat, beautiful and super useful packages on a daily basis.
Kicking off High Five France is Olivier Altmann, co-founder and CCO of Altmann + Pacreau, who notes that 2021 has not ushered in a return of big brand thinking yet as agencies and brands turn to quick, clever stunts to get things moving. Looking back over the past three months, he’s been delighted by work for brands like Leica, Netflix and Burger King.
"Creative activity from agencies seems quiet at this early part of the year. Perhaps the probable next lockdown is having some kind of impact on the morale of creatives and clients? Or perhaps we are busy creating tactical operations to support businesses, rather than great big ideas to create brands? In short, we have left behind the tearful and unifying themes of 2020, though we’ve not in a momentum of positivity and serene living either," says Olivier. "Either way, here’s some work I’ve noticed during this latest trimester..."
Leica - 'Witness'
Agency: TBWA Paris
Instead of putting their cameras front and centre, this iconic brand has positioned themselves as a witness of the world by using photos from various situations around the globe. Paradoxically, it’s the words that create depth for the images.
Burger King - 'Chez McDo'
A print ad that’s made a lot of buzz (as it often does when it comes from Buzzman), just as much on social as on television news. It’s a smart and brash move that plays with the irony of togetherness in Covid-19 times without trying to make us cry.
Amazon - 'L’auberge des Migrants'
Agency: BETC Paris
This is a clever idea to support migrants online. The agency took over Amazon’s facilities to raise awareness of the life conditions of migrants stuck in Calais between France and England. The commentary around the products is proof of how migrants are deprived of basic needs. You can learn about their story, and from there buy Amazon products for the association. It also works well as an image boost for the digital giant.
Netflix - 'Lupin'
For the launch of LUPIN on Netflix, the agency used the series’ main lead, French actor Omar Sy, to create a publicity stunt. He himself installed the poster ads in the metro, yet no one recognised him (he may have been wearing a mask for sanitary reasons, but still). It’s an act that serves the premise of this new television series, since the hero, a gentleman thief, manages to go incognito from one character to another. Moreover, the French series is a hit and has found itself as #1 on Netflix in the US. Cocorico!
The Innocent - '30 Million d’Amis'
Agency: Atlmann + Pacreau
I was allowed to choose an ad from our agency, so why not do a little self-promotion? At the end of last year, we released a film for the foundation 30 Millions d’Amis against abandonment. Directed by Maïween, a top French cinema director, we see a dog sentenced to death for being a man’s best friend. The campaign created a wave of emotion with millions of online views. And just like the previous film, 'We are the champions', revealed that France is the champion of Europe for abandonment, this film put forward the cause around animals. Since as of this very moment, French deputies are debating about a law against animal mistreatment.