ADC Awards
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Category
Craft in Online / Mobile / Copywriting for Digital
Annual ID
ADC_INT20_053M
About the Work
Arte is a small French tv channel created in 1991. On October 2019, they wanted to launch their new original series, called “Mythomaniac ” because all the main characters lie to get more attention and love (young French people commonly call “a mytho” someone who obviously exaggerates something, or is simply lying). The target was mainly young urban people, as the show was quite quirky. Arte’s means are little. As a producer and advertiser. And their series can hardly compare to Game of Thrones or Stranger Things. We could not rely on a prestigious casting, nor on any spectacular visual effects. We thought that a small classic campaign would not get everyone’s attention. So we chose to make ads as « mytho » as the series itself: on every media used, from social media to radio, display or billboards, we outrageously exaggerated everything about the show.
2020 Awards
Total Points: 2
Merit Honor
Credits
Agency
DDB, Paris / Paris
Client / Brand
ARTE / Paris
Music / Sound Production Company
Studio 5 / Paris
Art Director
Emmanuel Courteau
Executive Creative Director
Alexander Kalchev
Producer
Sylvie Dumas
Michael Brisard
Strategist
Claude-Henri Galbois
Writer
Jean-Francois Bouchet
Account Team
Xavier Mendiola
Arthur Piaulet
Alexandra Lair
Stéphanie Boisson
Stéphanie Gavardin
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