Prodiss: Ma Place Est Dans La Salle [video]

Credits & Description:

Client: Prodiss
Title: #Maplaceestdanslasalle
Category: Entertainment
Agency: Fred & Farid / Paris + Killdeath / Paris
Art Director: Julien-Pierre Mallet, Etienne Renaux, Nicolas Berthier, Wentao Zhang
Writer: Etienne Renaux, Julien-Pierre Mallet, Nicolas Berthier
Chief Creative Officer: Fred & Farid -
Creative Director: Stephane Gaubert , Thierry Buriez
Production Company: Killdeath / Paris
Producer: Jeremie Woog, Robin Demoucron , Maryline Segato, Christophe Convert, Johanna Mangote, Arthur Gaudrie, Emmanuel Clavier
Executive Creative Director: Olivier Lefebvre
Social Media Manager: Matthieu Bouilhot , Thomas Vincenti
Art Director Julien-Pierre Mallet Nicolas Berthier Etienne Renaux Wentao Zhang
Chief Creative Officer Fred & Farid
Creative Director Stephane Gaubert Thierry Buriez
Digital Producer Emmanuel Clavier Johanna Mangote Arthur Gaudrie
Executive Creative Director Olivier Lefebvre
Producer Jeremie Woog Robin Demoucron
Advertising Agency Fred & Farid Paris
Account Manager Philippine Mesmin Lucas Montenoise
Media Manager Matthieu Bouilhot Thomas Vincenti
PR Manager Jalila Levesque
Public Relations Manager Marie Julie Lorenzo Aliou Maro
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November 13 2015, Paris is under attack. The ‘Bataclan’, a symbolic concert hall is attacked during a performance. An ideological attack against France, its culture and way of life. 1 month after, the French people were still afraid to go back inside to see shows. A decline of nearly 80% in terms of attendance. December 18th, the concert halls and theaters decided to unite in act of solidarity to change their name and slogan : MA PLACE EST DANS LA SALLE (MY PLACE IS AT THE SHOW). A symbolic slogan calling to return to performances showing resistance and struggle against the fear.
Synopsis:
November 13 2015, The ‘Bataclan’, a concert hall in Paris is attacked during a performance. An ideological attack against France, its culture and way of life.One month after these tragic events, the French people were still traumatized. In term of attendance, the decline nearly reach 80% : an absolute economic disaster. On December 18, working alongside for free, printers, producers, mobilized and a real act of solidarity appeared. A symbolic slogan that called for every Parisian, every French person to return to performances in a sign of resistance and struggle against the fear. Concert halls and theaters decided to unite and change the name of their shows to one unique slogan : MA PLACE EST DANS LA SALLE (MY PLACE IS AT THE SHOW) : More than 150 shows changed their name.
Outcome:
> More than 200 artists and celebrities joined the movement.> #MaPlaceEstDansLaSalle became #1 Trending Topic on Twitter. Even the mayor of Paris and the French Minister of Culture tweeted about the campaign. The operation resonated beyond our borders and we received messages of solidarity from all over the world.> +171 Million twitter impressions in 24 hours> + €1,8 Million earned media in 24 hours>
38M press reviews> During the night of December 18, the people answered the call and the Parisian shows were all fully booked.> This public engagement represents a symbol of resistance in order to defend French culture, our way of life and our artistry in the world of entertainment for today and tomorrow.
Execution:
Our creative team changed the name of more than 150 shows, the mention « Ma place est dans la salle » has been added in each billboards and posters that participate to the campaign. Artists, technicians, theatral directors, tickets resellers got mobilized and worked for free. We used more than 250 artists and celebrities to invite each Parisian to return to theaters, concert halls, kids shows… VIDEO LAUNCH: Celebrities invited people to see the show “Ma Place Est Dans La Salle“ by posting a video from their own social media accounts to help spark viral word-of-mouth and fuel media coverage for the launch of the campaign. DURING THE NIGHT OF DECEMBER 18: All the shows were fully booked. Parisians shared through social medias their pictures of the posters and the shows. We relayed it all night long and mass media publications joined also the movement.
Campaign Description:
December 18th, Ma place est dans la salle was simultaneously a concert, a one man show, a classical piece, a ballet, a musical, during which the audience was able to quench its thirst for sensations and culture.Ma place est dans la salle is also a series of video testimonials, tweets and social media posts in which celebrities, comedians, singers, and dancers show their involvement. From backstage to under thelights, and on the streets, all reasserted their belief that singers, comedians, actors belong on the stage and audiences in front of them. And for each of them: #MaPlaceEstDansLaSalleAcross France, the public has been invited to book tickets and showed their support and their determination to carry on attending shows by sharing photos, videos and their thoughts. Laughter, joy and life echoedin concert halls and theatres: #MaPlaceEstDansLaSalle
Strategy:
Our target was the French people that used to go to theatre, ballet, one man shows, musical comedies but not only, because the french people that like to got out, laugh or just live, are affected too. So, we aimed at 66 millions French people and foreigners which are supporting them as well. On December 18, working alongside for free, printers, producers, mobilized and a real act of solidarity appeared. A symbolic slogan that called for every Parisian, every French person to return to performances in a sign of resistance and struggle against the fear. Concert halls and theaters decided to unite and change the name of their shows to one unique slogan : MA PLACE EST DANS LA SALLE (MY PLACE IS AT THE SHOW) : More than 150 shows changed their name.