Client : La Boulangère
Client manager : Frédérique Fillon-Soullard
Agency : Gloryparis
Creative directors: Hugues Pinguet, Arnaud Le Bacquer
Commercial director : Jean-Baptiste Herman
Project manager : Meriem Bouthiba
TV Prod : Veronica Lachenal
Artistic Director : Gabriel Bonnefond, Alexis Dupuis
Production : Raise Up
Film director : Arnaud Deroudilhe
Sound: Studio Interference
Music composition : Frédéric Schumann, Antoine Pietri - YouR Sound
Published: June 2018
Synopsis:
Paris – La Boulangère signs, in partnership with the agency Gloryparis, its new campaign. With a new slogan «Times are changing, roles too», La Boulangère gets engaged for a better equality within households. From a common understanding last year, La Boulangère comments on the positive evolution of society: times are changing.
La Boulangère offers four meaningful frameworks, with choreographies on four « consumption moments » over a day - breakfast, lunch, snacks, and dinner - and prevailing themes in a couple’s life. The choreography perfectly shows a harmonious couple, advocating balance, fusion and an exact equality.
Each dance is the beginning of a story, based on the same principle : a couple exchanges clothes, symbolizing complementarity and equality between women and men within the household. What a woman does, a man can do it, and inversely. The camera wanders through this symbolic choreography : between fluid gestures, strong movements, powerful attitudes and eye contacts. The interpretation is full of allure, grace and equality, for a better world.
The decor, voluntarily ascetic, draws our focus on the couple and its change of clothing. Our immersion in a strong universe – dynamic, graphic and aesthetically contemporary – cadenced by a modern music, makes us spectators of a powerful message.
In a changing world, roles are becoming increasingly interchangeable. Conditions seem gathered, according to the sociologist Christine Castelain Meunier, to promote an « intimate democracy », established on gender equality. Today, solutions are being drawn up, and commitments are made, in dreams of the day where the whole society will mobilise for this cause.