This year, on November 6, French music artists, Kendji Girac, surprised his fans by posting a blurred clip of his new video, Evidemment. Some thought it was a mistake, and despite confused comments on social media, the clip remained a mystery.
On social media three weeks later, the singer revealed the reason behind the bad clip quality. The stunt (created by BETC) was created for new French optician brand, Droit de Regard, to show fans the difficult reality that many French people experience on a daily basis. 1,900,000 French people are forced to put up with poor eyesight because of economic pressures. Kendji Girac used this clip to remind people that access to visual health care remains a serious problem in France.
With average optician prices at 300€ to 600€, 17% of French people with the lowest income opt out of optical wear for financial reasons (Source: Ministry of Solidarity and Health). Despite this figure, the public remains largely unaware of the issue.
To combat the issue, Droit de Regard uses the 100% health law (social security and standard insurance refund 100% of costly or long-term ailments) to allow as many French people as possible, whatever their situation, to have access to good visual health care. Unlike competing brands, who choose not to advertise the 100% health offer, favouring more profitable equipment and many terms and conditions, Droit de Regard has placed this law at the heart of its business, using only glasses with no charge.
Stéphane Xiberras, president and creative director of BETC, commented, “This clip is the second campaign we have designed for Droit de Regard. Beyond the strength of this idea, for me this campaign is also a sign of emerging synergies that are destined to be renewed within the Vivendi group, Kendji Girac being a Universal artist.”
Kendji Girac rose to fame after winning season three of The Voice. He has subsequently released three studio albums and featured on records including One Last Time by Ariana Grande, a song they performed during her 2015 Honeymoon Tour.
Account Management: Hugues Reboul & Manon Mangaud
Creative Director: Stéphane Xiberras
Music Creative Director: Christophe Caurret
Copywriter: Alexandre Girod
Art Director: Julien Vergne
Assistant Art Director: Mathis Payet
Traffic Manager: Nathalie Sanseigne
Strategy: Philippe Martin Davies & Louis Chahan
Client: Droit De Regard
Client Manager: Lionel Cévaër