L'ADN (DNA in English) is a quarterly journal that decrypts the best in the field of innovation. Teams from TBWA\Paris and TBWA\Else examined the brand in order to provide an animated film that embodied their vision of the media.

For Brice Garçon, the General Manager of TBWA\Paris, this meant expressing an editorial line: "L'ADN deals with innovation on a societal level, which is an issue that concerns us as communicators, and which also directly affects our customers and the general public. But from among the constant stream of innovations splashed across our screens every day, it is important to be able to sort through them... That's the whole idea of the film, which promotes the idea that not all innovations are appropriate."

The tone is light, rendering it accessible. Produced by teams from TBWA\Else and illustrated by JeanClode, the animated film tackles the subject from a standpoint of simplicity. "The difference with technological overkill surrounding us is interesting," says Maxime Boiron, CEO of TBWA\Else. "The music, created especially for the spot, helps to create a modern and offbeat tale."

Collaboration with the teams from L'ADN was carried out freely. "It was a spontaneous approach on our side: we wanted to offer a product designed by TBWA from beginning to end: from the idea to the implementation, through both the creation and production," added Maxime Boiron.

For Beatrice Sutter, the Managing Director of L'ADN, the result is perfect. "We are happy and proud of this collaboration. It is always interesting to entrust the vision of innovation to others: this really shows the mission we are given every day, which is namely describing the world in which we live."