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


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


TBWA/Paris for Playstation (2003/2007) – Five years of amazing works

TITLE: Rebirth
The print work called “Rebirth” that shows the head of a grown man emerging from the womb of a svelte model has won the International Advertising Festival’s Press & Poster Grand Prix award as the year’s best print ad. “Rebirth” was originally selected as the winner in the outdoor category in Monday’s Press and Poster jury deliberations but was then switched to print after the original print winner was disqualified.
Creative Director: Erik Vervroegen
Copywriter: Eric Helias
Art Director: Jorge Carreno
Photographer: Dimitri Daniloff
Year: 2003
Grand Prix in Press Lions

TITLE: Veteran
The ad campaign titled “Veterans”  depicts the boys with otherworldly looks who have gone through untold battles, blood and death.
“The success of the PlayStation shots depends on a subtle blend of lighting, tone and the expressions on the faces of the players… when Jorge Carreno, the art director at TBWA\Paris, approached me with the idea of war veterans that were actually kids, I knew it could be something special. Good ideas bring out your best work.” – Marc Gouby, photographer
Creative Director: Erik Vervroegen
Copywriter: Eric Helias
Art Director: Jorge Carreno
Photographer: Marc Gouby
Year: 2003
Silver Lion for the campaign

TITLE: Supermarket

Creative Director: Erik Vervroegen
Copywriter: Eric Helias
Art Director: Jorge Carreno
Photographer: Dimitri Daniloff
Year: 2003
Bronze Lion

TITLE: Doll

Creative Director: Erik Vervroegen
Copywriter: Guillaume Ulrich Chifflot
Art Director: Cedric Moutaud
Photographer: Dimitri Daniloff
Year: 2004
Gold Lion

TITLE: Potato Head

Creative Director: Erik Vervroegen
Copywriter: Manoelle Van Der Vaeren
Art Director: Sebastien Vacherot
Photographer: Dimitri Daniloff
Year: 2004
Gold Lion

TITLE: Dressing up

Creative Director: Erik Vervroegen
Copywriter: Guillaume Ulrich Chifflot
Art Director: Cedric Moutaud
Photographer: Dimitri Daniloff
Year: 2004
Shortlist

TITLE: Kamasutra

Creative Director: Erik Vervroegen
Copywriter: Estelle Nollet
Art Director: Loic Cardon
Artist: Richard N’go
Year: 2004
Bronze Lion

TITLE: Heart of Stone

Creative Director: Erik Vervroegen
Copywriter: Guillaume Ulrich Chifflot
Art Director: Cedric Moutaud
Photographer: Dimitri Daniloff
Year: 2004
Shortlist

TITLE: Skin Shell

Creative Director: Erik Vervroegen
Copywriter: Guillaume Ulrich Chifflot
Art Director: Cedric Moutaud
Photographer: Dimitri Daniloff
Year: 2004
Shortlist

TITLE: Choice

Creative Director: Erik Vervroegen
Copywriter: Eve Roussou/Oliver Renaud
Art Director: Eve Roussou/Oliver Renaud
Photographer: Dimitri Daniloff
Year: 2004
Shortlist

TITLE: Adultery
“I can’t even remember how many layers there were in this image. The final file was about 3GB,” says the photographer. He adds, “When using a digital camera you have to shoot quite flat, then increase the contrast in Photoshop.” – Dimitri Daniloff, photographer
Creative Director: Erik Vervroegen
Copywriter: Benoit Leroux
Art Director: Philippe Taroux
Photographer: Dimitri Daniloff
Year: 2005
Gold Lion

TITLE: Moulds

Creative Director: Erik Vervroegen
Copywriter: Manoelle Van Der Vaeren
Art Director: Sebastien Vacherot
Photographer: Dimitri Daniloff
Year: 2005
Gold Lion

TITLE: Plugs

Creative Director: Erik Vervroegen
Copywriter: Matthew Branning
Art Director: Chris Garbut
Photographer: Dimitri Daniloff
Year: 2005
Gold Lion

TITLE: Scars

Creative Director: Erik Vervroegen
Copywriter: Guillaume Ulrich Chifflot
Art Director: Cedric Moutaud
Photographer: Dimitri Daniloff
Year: 2005
Gold Lion

TITLE: Baby

Creative Director: Erik Vervroegen
Copywriter: Xander Smith
Art Director: Javier Rodriguez
Photographer: Yann Robert
Year: 2005
Gold Lion

TITLE: Sleeping Beauty

Creative Director: Erik Vervroegen
Copywriter: Bjoern Ruehmann/Joakim Reveman
Art Director: Bjoern Ruehmann/Joakim Reveman
Photographer: Eugenio Recuenco
Year: 2005
Gold Lion

TITLE: Banana

Creative Director: Erik Vervroegen
Copywriter: Alain Jalabert
Art Director: Thierry Buriez
Photographer: Vincent Dixon
Year: 2005
Shortlist

TITLE: Octopus

Creative Director: Erik Vervroegen
Copywriter: Benoit Leroux
Art Director: Philippe Taroux
Photographer: Dimitri Daniloff
Year: 2005
Shortlist

TITLE: Death

Creative Director: Erik Vervroegen
Copywriter: Bjoern Ruehmann/Joakim Reveman
Art Director: Bjoern Ruehmann/Joakim Reveman
Photographer: Marjolijn de Groot
Year: 2005
Shortlist

TITLE: Head
The fantastic and virtual universe of Playstation is revealed to readers by giving them a glimpse into what exactly goes on inside a player’s head.
Creative Director: Erik Vervroegen
Copywriter: Sebastien Vacherot/Jessica Jerard- Huet/Loic Cardon/Ingrid Varetz
Art Director: Sebastien Vacherot/Jessica Jerard- Huet/Loic Cardon/Ingrid Varetz
Photographer: Yann Robert
Production Company: DEF 2 Shoot, Paris
Director: Thomas Marque
Year: 2006
Gold Lion for the press

TITLE: Spring

Creative Director: Erik Vervroegen
Copywriter: Daniel Perez/Xander Smith/Matthew Branning
Art Director: Eve Roussou/Emmanuel Courteau/Cedric Moutaud
Photographer: Marc de Cunha Lopez
Year: 2006
Shorlist

TITLE: Bodies

Creative Director: Erik Vervroegen
Copywriter: Ghislaine de Germon
Art Director: Mariene Fonferrier
Photographer: Dimitri Daniloff
Year: 2006
Shorlist

TITLE: Panties


Creative Director: Erik Vervroegen
Copywriter: Xander Smith
Art Director: Bjoern Ruehmann/Joakim Reveman
Photographer: Hans Starck
Year: 2006
Shortlist

TITLE: Flasher

Creative Director: Erik Vervroegen
Copywriter: Benoit Leroux
Art Director: Philippe Taroux
Photographer: Dimitri Daniloff
Year: 2006

TITLE: Insect

Creative Director: Erik Vervroegen
Copywriter: Veronique Sels
Art Director: Eve Roussou/Viken Guzel
Photographer: Matthieu Deluc
Year: 2007

TITLE: Clown

Creative Director: Erik Vervroegen
Copywriter: Benoit Leroux
Art Director: Philippe Taroux
Graphic Designer: Thomas Mangold
Year: 2007


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