Advertiser: PEUGEOT
Agency: HAVAS WORLDWIDE
Category: Broadcast Idents & Sponsorships
Advertising campaign: CONTRAZOOM
Director: Ivan Bird
Music: Adelphoi
Editor: Jonnie Scarlett
Producer: Lucy Sherwood
Executive Creative Director: Mick Mahoney
Post Production: Mpc
Creative Director: Dom Gettins
Copywriter: Harry Stanford
Agency Producer: Katy Dell
Art Director: Mike Insley
Editing Company: The Quarry
Brief Explanation
This set of three sponsorship idents announces Peugeot's 2013 partnership with Sky Movies. The brief was to make a connection between Peugeot and film-making. Our solution was to demonstrate how precision engineering helps create emotions by using three of cinema's most iconic camera moves. One ident uses the exhilarating, sweeping motion of a camera mounted on a remote controlled 'octocopter' to reveal a Peugeot 208 GTi. Another uses the dramatic effect of the 'contra zoom' to create an eerie shot of the Peugeot 2008. This technique has been made famous by films like 'Jaws' and 'Vertigo'. A third shows how a chase sequence is achieved using a steadicam operator riding a Segway Personal Transport pursuing a Peugeot RCZ. In each case music and titles reflect the genre to enhance the emotional effect. The 20-second time lengths precede the sponsored Movie and show the technology at work before revealing the car. The 10-second versions follow the film and show car and equipment together. The campaign has been created to have a strategic fit with the international Peugeot brand line: 'Motion and Emotion'.