THE MERMAID

ClientSNSM - LES SAUVETEURS EN MER
Category A03. Online: Fiction & Non-Fiction
TitleTHE MERMAID
Product/ServiceCHARITY
Entrant PUBLICIS CONSEIL Paris, FRANCE
Idea Creation PUBLICIS CONSEIL Paris, FRANCE
Credits
Name Company Position
Fabrice Delacourt / Olivier Desmettre Publicis Conseil Executive Creative Directors
Vincent Cusenier Publicis Conseil Copywriter
Lucie Vallotton Publicis Conseil Art Director
Valérie Hénaff / Laurent Fauroux / Valérie Albou / Christine Pumain / Lou Leproux Publicis Conseil Account Managers
Pierre Marcus / Sophie Bouyer Prodigious TV Production
Wizz / François Brun / Production Company
Matthieu Poirier / Producer
William Laborie / Flying V / Design
Yann Boyer / Concept Art
Fix Studio Fix Studio 3D
Christelle Prud’homme / Post Producer
Carlos Serrano / Alice Rolin Prodigious Business Affairs
Boris Nicou Prodigious Sound Production
James / Sound Design
Jean-Jacques Hubert / Mix
Alexandre Perdereau Publicis Conseil AD Assistant
Flying V Flying V Director
Cecil Cahen / Editing Assistant
Natelene Darfeuille / Production Coordinator
Christophe Andrei /Benjamin Laborde / Ingmar Renouardiere / Compositing
Matthieu Negrel Matthieu Negrel Supervisor 3D
Arnaud Joli / Nicolas Trotignon / Alexia Schmidt / Jerome Caperan / Olivier Osotimehin / Matthieu Bernadat / Audric Escales / Daniel Ly / Bruno Le Guern / Franck Clement-Larosiere / Justine Dubreux Be / 3D
Régis Benazech / Caroline Serre SNSM - French National Maritime Rescue Organization Advertisers

The Campaign

The creative idea was to create a fairy tale, revisiting the well-know myth of the mermaids, attracting sailors deep down in the depths of the oceans and bringing it a slight twist: the mermaids will always have this huge power of seduction on the sailors, but these ones will now stop to follow the mermaids in the abysses, if they wear their life jacket. The life jacket is the third person of the story, making this love story not possible.

Creative Execution

The execution is a 90 second 3D animated film. It is the outcome of 9 months of work from various teams (designers, 3D animators,…). The film will be aired in cinemas and on TV. It will be relayed specially on the French coasts towards sea workers.

The film has just been launched; it is unfortunately too early to have meaningful results.

The way the story is told is a real entertainment. The choice of the graphic treatment and the quality of the direction as well of the production (graphics, music, characters, universe…) contribute in the fact all this campaign is worth to be seen. It is a totally new way of expression for a brand like this.

There is no brand more relevant than the SNSM to carry this message. In France, the SNSM is the only one actor having the legitimacy to speak about this subject. The choice of the campaign elements was simple, as we wanted a format that could live on TV, as well as cinema and web. Making a film was evidence. This film is at the destination of everyone: of the sea users as well as the ones that are more rarely on the sea. It is a message of prevention that is delivered. The approach is dual, as it consisted of delivering a tough message, a serious problem, in a light way.