French telecommunications brand Free appoints creative hot shop Herezie to sign a campaign launching its new Internet box: the Freebox POP.
Aimed at its young and tech-savvy audience, the campaign is an ode to pop culture, celebrating the new Freebox with the light-hearted, offbeat and roguish tone that characterizes the brand.
Beyond ensuring that the name of the new Freebox sticks in everyone’s heads, the TVC highlights the main strengths of the new product, specific to Free’s values: its connectivity (5GBit/s speed, Wi-Fi repeater included), design (small and round), content (TV/replay included, VOD & SVOD access, soccer app…) and accessibility thanks to its excellent value for money.
All this including the classic features of the Freebox POP (TV, downloading, series, films, gaming, music, live TV control…) highlighted in a series of dynamic transitions which give the film an energetic, lively and colourful aesthetic.
For the direction of the film produced by Left Productions, Free and Herezie pulled out all the stops, choosing two of French pop culture’s rising stars: Adrien Lagier and Ousmane Ly (the younger brother of the famous film director, Ladj Ly), who are known in the world of music videos (Orelsan, Niska, Lomepal) and entertainment (French stand-up comedian Fary latest show “Hexagone”). For the music the agency called on the talent of France’s rap rookie of the year, Gambi, with his hit “Popopop”, which was top of the charts for several weeks.
The campaign airs digitally since July 10th and on TV since 19th
Head of Marketing: Camille Perrin
Head of Advertising: Gwendoline Helary
Chief Executive Officer: Andrea Stillacci
Executive Creative Directors: Paul Marty, Etienne Renaux
Art Directors: Raphaël Sold, Natan Ritaly
Group Account Director: Dimitri Boudnikoff
Account Director: Marine Chenu
Account Manager: Lisa Duchein
Agency Producers: Barbara Vaira, Tanya Kozlova
Production: Left Productions
Directors: Adrien Lagier & Ousmane Ly
Director of Photography: Fabio Caldironi
Producer: Christelle Kouyami
1st Assistant Director: Valentin Peoc’h
Line Producer: Sylvain Carellas
Production Coordinator: Lisa Monnet
Casting: Sarah Bouzi
Set Designer: Tinka Rodriguez
Stylist: Axelle Gomila
Production Manager: Benoît Berland
Production Assistant: Magali Mennessier
Postproduction Supervisor: Charlotte Riquel
Editing: Tom Le Squer
Color Grading: Florian Martiny
VFX: Lucas Latil
Original Music: Ghetto Bird
Music: Gambi ‘Popopop’
Sound Design: Benzene