No road hazard, no drama, no brutal crash that makes you jump out of your seat. Far from the feelings of fear and guilt often used in this type of public service messaging, the new French Road Safety campaign by DDB Paris is a celebration of life.
Each film in the campaign immerses us in a small, intimate cheerful moment. In this PSA, we see a dad playfully roughhousing with a child who’s having a great time. It’s a slice of life that expresses in its own way the happiness of being alive, and urges us to think twice before taking a risk on the road, to reconsider what really matters.
The films are directed by renowned French moviemaker Arnaud Desplechin, who used long takes to create immersive, poetic and authentic moments.
After a gloomy year and as the French start to recover a greater freedom of movement, the hope is that love and happiness will be a stronger lever than fear to change people’s behavior on the road.
CreditsClient French Road Safety Agency DDB Paris Alexander Kalchev, executive creative director; Alexis Benbehe, Pierre Mathonat, creative directors; Benoit Oulhen, copywriter; Mickael Jacquemin, art director; Corinne Persch, Gaelle De Pompignan, producers. Production Company Phantasm Arnaud Desplechin, director; Gary Farkas, producer. Postproduction Mikros/MPC Sound Maul Productions/Studio5 Music Véronique Sanson
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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