The different features that make Michelin tires superior are literally put on parade in this animated film from TBWAParis. Characters, many inspired by animals, personify these features/qualities–such as an octopus for its grip on the road, the rhinoceros for its robust strength.
This parade of characters is led by the Michelin Man. The procession brings Michelin’s unique Total Performance tire development philosophy to life, shows how drivers can be confident when traversing tough road conditions often in inclement weather.
This centerpiece film is part of a global campaign spanning TV, social media, digital, press, OOH and cinema in China and Europe.
Credits
Client Michelin Agency TBWA\Paris Benoit Leroux, creative director/copywriter; Philippe Taroux, creative director/art director; Maxime Boiron, head of TV; Amer Zoghbi, TV producer. Production ELSE–Moonbot Studio Limbert Fabian, director; Cathy Pericone/Lampton Enochs, producers. Postproduction Sandrine Demonte, Wendell Riley. Music ELSE & 6ème Son Title: “Parade” Nicola Tescari, composer; Olivier Lefebvre, Thomas Anduze, sound producers.
Following World AIDS Day, which was celebrated on December 1, co-production companies Central Films and Freelance For track one man’s existential, and potentially career-altering, decision to “come out” as living with HIV in Spain in this public service spot titled “The HInVisible Celebrity.”
Out of agency Señora Rushmore for ViiV Healthcare Spain, in collaboration with GESIDA, SEISIDA, and Apoyo Positivo, the PSA--directed by Rodrigo García Sáiz via Central Films Spain--addresses the stigma against publicly living with HIV in Spanish society. In the more than 40 years since the first case of HIV appeared in Spain, no public figure in Spain has claimed to have HIV. Viiv Healthcare Spain asks, if there are 150,000 people with HIV in Spain (or approximately 1 in 300), why don’t we know anyone with HIV?
The central character, who dons a mask of television-pixelated anonymity, gives himself an introspective pep-talk ahead of announcing his status to the Spanish public. Along the way, he wonders what will become of his career, and reputation in general, even as he recognizes that his declaration could change Spain’s cultural landscape for the better and for all of those in Spain who live with HIV every day. As no public figure in Spain has ever announced living with HIV--due to fear of public rejection--this character realizes that such a role model could change that.
The character has already begun building social media awareness with his Instagram profile, @famosoinvihsible, which began cataloging his life as a public figure earlier this fall. Still, though, the figure either leaves himself out of the picture, faces away from the camera, or dons the pixelated mask associated with anonymous admission. “The HInVisible... Read More
