Café Grand’ Mère celebrates Grandmothers’ Day (March 3) in France with this “Thank You Grandma” campaign from CLM BBDO, Paris.

Directed by documentary filmmaker and anthropologist Sylvain Desmille (Curious Film), this centerpiece film, largely composed of archival images, celebrates all the pioneers who helped transform women’s place in society into what it is today. Extensive research uncovered lesser-known women: Françoise Mabille, the first French woman to become a volunteer firefighter; Violaine Sanson, member of the first women’s motorcycle racing team; Astrid Hustinx, one of the first female airline pilots; parachutists Odette Rousseau and Colette Duval; and Anne Chopinet, one of the first women to attend the prestigious École Polytechnique. 

“The emancipation and liberation of women is one of the major advancements of the 20th century,” said director Desmille. “This process was made possible by all those who, through their strength and actions, and frequently their courage, helped change attitudes towards women. They are more than just images, they are the faces of this moral revolution.”

The film recently debuted online and will be on air from March 1-3.

Credits

Client Café Grand’Mère Agency CLM BBDO Paris Benjamin Dessagne, Stephane Santana, Matthieu Elkaim, creative directors;  Théophile Robaglia, art director; Joseph Rozier, copywriter;  Morgane Bohn, TV producer; Tomas Couvry, strategic planner; Damien Dupoux, motion designer. Production Curious Film Sylvain Desmille, director; Adrien Kamir, producer; Antoine Daubert, post producer

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