Marcel Paris for Abolition.fr – Take a Stand against the death penalty

The death penalty is one of the most contested actions across the globe. Marcel Paris created a campaign for Abolotion.fr that encourages to people to take a stand against the death penalty, quite literally. At the National Library of France, two screens face one another. On one screen, stands a soldier and on the other stands a victim of the death penalty. In between, a sticker on the floor serves as the “take a stand” platform for passersby.


The association, Together Against the Death Penalty, was facing an efficiency problem with petitions in the street. Many people, even pro-abolition, hesitated to sign because they believed it wouldn’t be acted upon. How can we make people aware that they can make a difference ?
To confront bystanders to the reality of the death penalty, we installed two screens broadcasting a video of an imminent execution. A sticker invited passers-by to stand between the screens. When they did so, the film changed: the soldier lowered his rifle and the convicted person lifted up his head again. Our goal was to encourage people to sign a petition for the worldwide abolishment of the death penalty. They could do it through a simple QR code.






A symbolic place: The Francois Mitterrand National Library, named after the president who abolished the death penalty in France 30 years ago.
Awareness: Confronting passers-by with a realistic implementation can make them aware of a very real and current problem.
A call to action: By giving people a strong experience (ending the performance by physically intervening) and encouraging them to concretely take a stand by signing a petition against the death penalty.


Results
– More than 8,000 signatures collected within a month.
– 3 out of 10 people shared the petition on Facebook.
– 15% more new Facebook fans (during the following month).
– 18% more awareness thanks to blogs, newspapers and magazines.
– The petition is still available on abolition.fr and grows in numbers everyday.

Advertising Agency: Marcel, Paris, France
Art Director: Souen Le Van
Copywriter: Martin Rocaboy
Executive Creative Director: Veronique Sels, Anne De Maupeou, Sebastien Vacherot
Director/Film: Guillaume Couret
Year: 2011
Shortlist


Contrex Mineral Water – Contrexperience



Nestle launched a new ad campaign for its Contrex mineral water with high calcium content that supposedly speeds up the metabolism, thus burning calories and helping those who drink it lose weight.
Each year a new miracle diet is surfing the internet and the pages of magazines. And yet, we always fail to keep them and the weight we lost crawls back in just a few days. Contrex water realizes that in order to lose weight effectively and sustainably all you have to do is keep a balanced diet, drink plenty of water and work out regularly.

This mentality is the concept behind Contrex’s campaign in which ladies burn 2000 calories in just a few minutes of fun and playful cycling. The ‘Contrexpérience’ commercial obviously targets the ladies since it features a group of women that burn 2000 calories in just a few minutes of pedaling bicycles which then power a neon male stripper.

Advertising Agency: Marcel Paris
Executive Creative Director: Anne De Maupeou
Copywriter: Martin Rocaboy
Art Director: Souen Le Van
Production Company: Wanda Production
Director: Xavier Mairesse
Year: 2011


Marcel Paris for France 24

France24 International News Chanel – LITTLE BOY/LITTLE GIRL/MONA LISA

A young boy is manufacturing football balls in a sweatshop and starts dreaming he is on a football pitch, being cheered on by the crowd… Before the foreman brings him back to reality.
Speaking enthusiastically, a little girl tells her mum what she has done during the day. But one eventually sees she is speaking to a tombstone in a city that was devastated by war.

Executive Creative Directors: Fred & Farid
Art Directors: Sebastien Piacentini
Copywriters: Gregoire Chalopin
Production Company: WIZZ, Paris, France
Director: Stephane Hamache
Year: 2007

France24 International News Chanel – AFRICA/LEBANON/NUCLEAR

Executive Creative Directors: Fred & Farid
Art Directors: Gregoire Chalopin/Sebastien Piacentini/Tristan Dubois
Copywriters: Gregoire Chalopin/Sebastien Piacentini/Tristan Dubois
Year: 2007

France24 International News Chanel – BEYOND THE NEWS


France 24 goes beyond the news and unveils the machine working behind every important international event.
Creative Directors: Frederic Temin/Anne de Maupeou
Art Director: Dimitri Guerassimov
Copywriter: Eric Jannon
Year: 2007
Silver Lion for the Campaign

France24 Live on iPhone – COUPLE/COPS/SOLDIERS/CRYING WOMAN


Chief Creative Officers: Frederic Temin, Anne De Maupeou
Copywriter: Eric Jannon
Art Directors: Dimitri Guerassimov, Romain Galli
Photographer: Owen Franken/Corbis

France24 on Twitter – BIRDS

We all know the role of social networks and Internet in spreading revolutions in Tunisia, Egypt and Libya.Social networks are now an essential source of information, as evidenced by the results obtained by France24, the French international news channel that broadcasts in three languages (French, English and Arabic).
It’s mainly the Arabic language version that broke all audience records during this period. But the channel as a whole has benefited from an increase in audience : in March 2011, france24.com experienced a peak in traffic with nearly 14 million visits and about 59 million page views.
The channel has also been very successful on Twitter thanks to its intense coverage of the Arab Spring, with a large amount of tweets dedicated to the topic, which enabled the channel to quintuple the number of followers of its Twitter account since the beginning of the year.
Based on these exceptional results, France24 and its agency Marcel have decided to highlight the link between freedom of information and freedom of expression on Internet.

Executive Creative Directors: Anne de Maupeou, Veronique Sels, Sebastien Vacherot
Art Directors: Souen Le Van
Copywriters: Martin Rocaboy
Illustrator/Gadhafi: Marie Morency
Illustrator/Mubarak: Souen Le Van
Illustrator/Ben Ali: KIM Florence Lucas
Production Company: Mr Hyde, Paris, France
Director: Philippe Grammaticopoulos
Music/Artist title: Christophe Juli
Year: 2011
Shortlist

France24 International News in Arabic – HU JINTAO/QUEEN/OBAMA/BILL GATES





France 24, the french international news channel, has been broadcasting its programs in the Middle-East for many years. But until recently, only a few were available in arabic. Since October 12th 2010, all France 24 programs are broadcasted in arabic 24/7.
To promote this, we have created a campaign with several movies broadcasted on France 24 as well as several TV channels in the Middle-East targeting opinion leaders.

Executive Creative Directors: Anne de Maupeou, Veronique Sels
Art Directors: Youri Guarasimov
Copywriters: Gaetan Du Peloux
Production Company: WAM, Paris, France
Director: Alexandre Vivet/Gabriel Malaprade
Year: 2011

France24 Live on iPad and iPod – WHITE HOUSE/10 DOWINING STREET/NUCLEAR


Chief Creative Officers: Frederic Temin, Anne De Maupeou, Sebastian Vacherot
Copywriter: Eric Jannon
Art Directors: Dimitri Guerassimov
Photographer: Corbis
Year: 2011


Coca Cola – Velcro posters

Let people know about how the new Coca-Cola Grip Bottle has a better grip for holding. Posters printed on Velcro were placed in bus shelters in Paris to make people interact with the grip. People literally hooked to the campaign. On the whole, a 3.8% brand volume growth in France compared to 2007.

Advertising Agency: Marcel, Paris

Creative Directors: Anne de Maupeou, Frederic Temin
Copywriter: Sergio Alonso, Souen Le Van
Art Director: Souen Le Van, Sergio Alonso


France 24 – The Birds

We all know the role of social networks and Internet in spreading revolutions in Tunisia, Egypt and Libya.Social networks are now an essential source of information, as evidenced by the results obtained by France24, the French international news channel that broadcasts in three languages (French, English and Arabic).
It’s mainly the Arabic language version that broke all audience records during this period. But the channel as a whole has benefited from an increase in audience : in March 2011, france24.com experienced a peak in traffic with nearly 14 million visits and about 59 million page views.
The channel has also been very successful on Twitter thanks to its intense coverage of the Arab Spring, with a large amount of tweets dedicated to the topic, which enabled the channel to quintuple the number of followers of its Twitter account since the beginning of the year.
Based on these exceptional results, France24 and its agency Marcel have decided to highlight the link between freedom of information and freedom of expression on Internet.

Advertising Agency: Marcel Paris
Executive Creative Directors: Anne de Maupeou, Veronique Sels, Sebastien Vacherot
Art Directors: Souen Le Van
Copywriters: Martin Rocaboy
Illustrator/Gadhafi: Marie Morency
Illustrator/Mubarak: Souen Le Van
Illustrator/Ben Ali: KIM Florence Lucas
Production Company: Mr Hyde, Paris, France
Director: Philippe Grammaticopoulos
Music/Artist title: Christophe Juli