Advertiser: EDITIONS POINTS
Agency: MARCEL
Category: Tablets and Other Devices
Advertising campaign: POETRY IS MUSIC
Chief Creative Officer: Anne De Maupeou (Marcel)
Executive Creative Director: Dimitri Guerassimov (Marcel)
Director/Dop/Cameraman: Cedric Dubourg (Marcel)
Musicians: Francesco Pastacaldi
Sound Designer: Goulwen Courtaux
Art Director: Geoffrey Masse (Marcel)
Copywriter: Geoffrey Masse (Marcel)
Managing Director: Marie Leroy (Editions Du Seuil)
Art Director: Nicolas Mouquet (Marcel)
Copywriter: Nicolas Mouquet (Marcel)
Musicians: Paul Brousseau
Account Manager: Audrey Tato (Marcel)
Marketing Director: Catherine Laupretre (Editions Du Seuil)
Producer: Cedric Dubourg (Marcel)
Sound: Charles Darnaud
Copywriter: David Buff (Marcel)
Creative Director: Dimitri Guerassimov (Marcel)
Creative Director: Eric Jannon (Marcel)
Account Supervisor: Michel Kowalski (Marcel)
Editor: Yacine Saadi (Marcel)
Producer: Yacine Saadi (Marcel)
Agency Producer/Director Of Innovation: David Buff (Marcel)
Creative Technologist: Etienne Durand (Marcel)
Sound Mix: Jean-Paul Gibilisco
Director/Dop/Cameraman: Yacine Saadi (Marcel)
Implementation
The idea: “the music of poetry”, music created from the melody generated by a voice reciting poetry.We created a stage in the middle of Velizy’s giant megastore in Paris. People were invited to choose a poem from several available. As professional actors began to read the selected passages, musicians started to play LIVE, following the rhythm of their voice as precisely as possible to create a music track based on the poetry reading. One track was created for each of the 40 readings.
Outcome
Over 350 LIVE performances took place during the event (1 minute average length).Over 3000 people attended the one day event.7.5% increase in sales the following week of the live event.Every music track played LIVE was later broadcast to raise awareness.The music tracks created during the event to be regrouped to form a newkind of audio book available in the brand's different points of sales.
Relevancy
When briefed, we learned that people like poetry mainly for the beauty of rhymes and melody (even if they sometimes don’t understand the poem). Yet, people generally prefer to buy novels. We had to find a new approach to let people reconnect with the beauty of poems and the feeling they have when reading them. Creating music based on the melody of a poem reading generated a brand new interest for one of the oldest literary arts.
Client Brief Or Objective
Poetry was not the most successful section in the Editions Points literature range. It was also the least supported by advertising. Our assignment was to re-launch Points publishing house’s poetry collection and find a way to attract and earn the attention of new readers.