La France par Jean Paul Gaultier
Media: TV/ Film
Category: Other
URL: http://www.lachosepresse.fr/do...
Client: La Monnaie de Paris
Agency: La Chose, Paris
Production: Eddy
Country: France
Chief Creative Director: Pascal Grégoire
Copywriter: Yanis Benouri
Art Director: Hugo Morius
Art Director: Bastien Malgouyard
Head of TV : Nicolas Buisset
Account Executives : Florence Coudivat, Amélie Molter, Maud Terrenoire
Strategic Planner : François Peretti
Director of communication/PR : Barka Zerouali
DIGITAL
Creative Director : Jef Bouillot
Copywriter : Emilien Lambert
Art Director : Benjamin Noé
Account executives : Olivier Gilbon, Grégoire Talbot
PRODUCTION
Production company : Eddy
Director : Hugo Ramirez
Executive Producer : Nicolas de Rosanbo
Illustrator : Leila Courtillon
Post production : Brunch Studio
Music production company : Spock
Description:
After the poetry of the Little Prince, La Monnaie de Paris and the "bad boy of fashion"Jean Paul Gaultier invite us to discover France like never before, thanks to a modern and remarkable campaign orchestrated by la chose group !
This new series of collectible coins is born from the encounter of two wonderful creative worlds: fashion and the workshops of the Monnaie de Paris. Sparking with humor and the love of France's regions, this collection dubbed France by Jean Paul Gaultier will attract a broad and savvy audience beginning March 20th 2017.
24 sites and 24 figures for 24 coins immortalized in precious metal !
THE FILM
The Monnaie de Paris delivers its message in the form of an animated film, crafted the traditional way, image by image. The film was conceived by la chose group, produced by Eddy and directed by Hugo Ramirez in collaboration with the illustrator Leïla Courtillon.
The film invites the public to experience a hot pursuit through the streets of Marseilles between Jean Paul Gaultier’s iconic sailor and a corset-clad young woman. These two characters draw the spectators into an unexpected world, one that is both dreamy and contemporary.
And the music ?
As we all know, the success of a creative project also hinges on the soundtrack. What would Sergio Leone be without Ennio Morricone or La La Land without Justin Hurwitz? We worked hand in hand with Spock, and waited for the first visuals in order to match the music to the style cues and story line.
The result : an original composition that accentuates the chase. The piece is modern and punchy, but also features accordion, choirs and a characteristic rhythm reminiscent of Jean Paul Gaultier’s world.
The campaign will punctuate the year in two phases : the first, honoring the initial 12 coins, will be shown on TV, in the press, digital media and internet starting March 23rd. The second phase will be rolled out in the fall.
The digital aspect of the campaign was conceived by the digital agency Supergazol (la chose group). In line with the TV campaign, the digital activation is built around the «France by Jean Paul Gaultier» proposition, and consists of a website and a display campaign (created with Ecrans&Media). The graphic charter is deliberately slee : the objective is to showcase the breadth of La Monnaie de Paris’ products while respecting the stylistic codes typical of Jean Paul Gaultier. Access to the complete product line is immediate and the story surrounding each coin is highlighted and staged in a subtle and elegant way.