Jamel Debbouze, the popular French comedian who played Lucien in Amélie, returns to advertising. But he didn’t read the fine print in his contract. He’s expected to jump from a high diving board atop a very high cliff.
Agency Rosa Paris has found a very entertaining way to get people thinking and talking about green gas on behalf of gas distribution network, GRDF, and its partners, Coénove, France Gaz Renouvelables, the Association of Professional Gas Workers.
The humorous three-minute story shows that they are ready to do anything – well, a lot – to generate awareness with the general public about this energy of the future.
Laurence Poirier-Dietz, general manager of GRDF, stated, “Given the climate emergency, decarbonisation is no longer an option and green gas is a vital asset. Our unique approach is to tackle this challenge with humour, conveying a serious message more lightly and with optimism.”
“For us, the challenge was straightforward: to win the battle for attention in a context where green gas is seldom discussed. We aimed high with a creative solution that blends engaging and informative content, bringing together top talent: directors, an ambassador, production, and partners. All of these elements come together in this exuberant film, which we believe has the potential to resonate as a pop-culture sensation,” stated Gilles Fichteberg, co-founder of Rosa Paris.
The entire campaign was designed to respect the criteria of eco-responsible production. The hero film will be supported by 45-, 30-, and 20-second cutdowns, as well as two 15-second films highlighting the equipment and uses of green gas. It will be broadcast on TV, VOD, digital and social media platforms and other 360° formats.
Credits
Agency: Rosa Paris
Co-founders: Jean Patrick Chiquiar, Gilles Fichteberg and Jean-François Sacco
Vice-President: Delphine Drutel
Head of production: Elodie Jonquille
Copywriter: Louise Mussot
Art Director: Cerise Leclerc
Client Directo : Léa Marchal
Account Director: Valentine Touchard
Account Manager: Vincent Raoul
Strategic Planner: Alix Galinier
Legal & Business Affairs: Louise-Adèle Dumons
Communications Director: Lauren Weber
Production: Stink
Executive Production: 24/7
Directors: Traktor
Production Director: Richard Ulfvengen
Photography Director: Neus Ollé
Editing: NOD & Collectiv
Editor : Adriana Legay
VFX: Framestore
Sound Production: Schmooze
