The Paris 2024 Paralympic Games are approaching and although they are a major sporting event, they attract less attention than the Olympic Games.
So, to change the way people look at paralympic sports, telecommunications company Orange, a premium partner of the Paris 2024 Games, has launched a campaign to show that the greatest performances aren’t always where you expect them to be, and to encourage as many people as possible to let themselves be carried away by sporting emotions whatever they may be.
With the powerful and inclusive message “When you love sport, you love sport,” Orange and Publicis Conseil have created a visual experience in this film–produced by Prodigious–by juxtaposing the men’s T13 1500m final at the Rio 2016 Paralympic Games with that of the Olympic Games of the same year.
The images are identical in every way, the tension at the start of the race, the suspense right up to the finish line and the explosion of joy right afterwards, yet there is a difference in this film: 1.71 seconds.
At the end of the race, the film reveals a surprising truth: for the first time in history, a para-athlete finished 1.71 seconds ahead of the Olympic gold medalist.
And that’s not all; there are four para-athletes in total who achieved a better time than the Olympic champion.
This revelation highlights the excellence and exceptional performance of Paralympic athletes, defying all expectations and redefining the limits of sport.
CreditsClient Orange Agency Publicis Conseil Agathe Bousquet, CEO, Publicis Groupe France; Marco Venturelli, CEO, Publicis Conseil, chief creative officer, Publicis Groupe France; Romulus Petcan, Gabriel Gherca, creative directors; Vincent Teffene, artistic director; Antonin Jacquot, copywriter; Sarah Lemarie, creative strategy lead; Theo Tiret, Sophie Caron, strategic planning. Production Prodigious Olivier Guillou, head of production; Maxime Singer, Joel Tessonneau, sound production; Veronique Quemere, Valerie Chelle, coordination; Xavier Pichot, casting; Franck-Herve Marc, Pierre-Arthur Goulet, head of postproduction; Pierre-Hadrien Bardeau, Nicolas Carbon, editing; Lise Dorsemaine, calibration. Music Track Title: “Synthetic Burn”; Markus Gleissner (BMI) 100%, compositor; Ed.Berlin Production Music / Universal Production Music GmbH [GEMA] 100%, publishers. Album: Into the Future
CarMax, The Martin Agency, Director Ulf Johansson Take Us To Car Dealership Run By Beetlejuice
CarMax, the used car retailer known for promoting “the way car buying should be,” understands that sometimes the best way to appreciate doing things the right way is by showcasing the wrong way. In collaboration with the Beetlejuice Beetlejuice team--which is elated given that the movie topped this weekend’s North American box office--CarMax is taking a playful approach to show what car buying shouldn’t be. Showing a family’s nightmarish car-buying experience by turning a character from the movie into possibly the most devious car salesman ever, the campaign, titled “BeetleMax: The Way Car Buying Shouldn’t Be,” humorously illustrates what to avoid when purchasing a car, highlighting CarMax’s commitment to providing a trustworthy and enjoyable car-buying experience for the whole family.
The campaign, concepted by The Martin Agency and directed by Ulf Johansson via Smith and Jones Films--includes this hero spot depicting a car dealership, Beetlemax, run by Beetlejuice himself.
“Beetlejuice is among Warner Bros. most beloved franchises and continues to be sought out by audiences of all ages. Theatrical partnerships with brands like CarMax and their BeetleMax campaign are exciting because they allow us to extend the cinematic world for moviegoers and offer an enhanced entertainment experience. We are thrilled to be partnering with CarMax in such an innovative and immersive way for Beetlejuice, Beetlejuice,” said Dana Nussbaum, EVP of worldwide marketing for Warner Bros. Pictures.
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