It’s impossible to pay less for a ride-hailing service that with Heetch. (On average, it’s 23% cheaper than Uber in France). That’s big claim and agency, Grinta is making sure it is embedded in French people’s minds with the power of puzzles. The campaign hides 404 codes in its spot to get free Heetch rides.
The hero commercial, directed by HAMLET director, Ugo Mangin, is a lively combination of glitches and bugs drawn from different corners of digital culture – 3D, video games, social media, its dialogue-driven comedy and visual and sound glitches detailing how to get free Heetch rides via the app.
Ugo Mangin commented, “This is a film you want to watch and rewatch: beyond the concept and the codes it plays with, it’s packed with small hidden comedy details that reveal themselves over multiple viewings. What’s also quite rare is how closely the form and the content are intertwined: the narrative mechanics, the visual glitches, the sound… everything ‘works’ like a glitch.”
The campaign is running across digital channels and social media with a dedicated campaign website. Heetch is expanding internationally, operating in Europe (France and Belgium) and Africa (Algeria, Senegal, Côte d’Ivoire, Mali, and Angola).
Credits
Client: Heetch
Agency: Grinta
Co-founder & Chief Creative Officer: Mickael Krikorian
Co-founder & Chief Executive Officer: Julien Scaglione
Copywriter: Max Harrington
Art Director: Gianni Leotta
Assistant Art Director: Raphael Samson
Account Director: Leslie Hatchwell
Account Manager: Léa Lika
Head of Social Media: Marine Alves
Creative Lead Social Media: Antoine Bouteil
Production: HAMLET
Director: Ugo Mangin
EP: Clément Martorell
Producer: Elsa Philippe
Line Producer: Zélie Delétrain
Production Coordinator: Salomé Drach
DP: Marques Angelo
1st AD: Oscar Le Pollotec
Set Designer: Pauline Petit
Stylist: Anais Kevorkian
Post-Production: Hamlet
Post-producer: Léa Török
Editor: Benjamin Bruel
VFX : Lucas Latil, Clément Chasseray, Ilyès Nezzari, Nathan Grosshans
Colourist : Arnaud Laurent
Sound Production House: Audioscore
Sound Design: Marin Cardoze
