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2018 One Show - Film

Pitching French Films To Hollywood

Agency Ogilvy & Mather / Singapore + Joinery Los Angeles / US + Hogarth & Ogilvy / Singapore

Client Alliance Française de Singapour
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OS_FI18041S

About the Work

To promote French cinema to a non-French audience who tend to prefer Hollywood blockbusters, Alliance Française, the leading network promoting French culture worldwide needed to demonstrate that great films can be made without following usual Hollywood formulas. To do so, we pitched three films to Hollywood heavyweights. What they didn’t know is that these films were existing French cinema masterpieces. They rejected the pitches as they thought these ideas didn’t match their criteria of what can make a successful film. The sessions were filmed and turned into a series of humorous videos showing there are great films Hollywood would never make. We also sent the scripts of iconic French films to renowned Hollywood script consultancies. Even they didn't see any potential in them. Their reports were turned into posters and social posts. In the end, the campaign attracted 43% more non-French people to book tickets for the French cinema screenings.