After winning the tender for the communication campaign of the Army, the agencyTBWA Corporate, was awarded the Effie Awards Corporate Communications & B to B Thibaut Vieville (artistic director) and Hugo Vella (copywriter), alumni of theECV Paris, were the creative team of the campaign.
Hugo Vella has agreed to detail the construction of this campaign:
After a day organized on a military base to meet the soldiers, it emerged that last season was, internally, much displeased. Too pretentious, too cinematic, it did not fit the image of the soldiers themselves.
The agency has decided to return to the fundamentals of business, the truth spoken.
Above all, we had to define what constitutes being a soldier. Being part of the Army, is to carry strong values such as self-transcendence, confidence in the collective, and leadership
Based on a visual area specific to the Army, camouflage, we have combined these values to the men who best embody, as NCM, NCO, or officer
Prejudice, confirmed the old adage "think it is already disobeying" would only be a soldier, not having a voice and be able to respond to orders ...
Our creative leap was specifically say otherwise. The Army is a group that carries strong values in which the soldier learns to overcome, to know and trust. Such positive results in the following promise: "Be yourself."
The originality of this campaign and the opposite compared to the previous is that it has not turned actor. In press, tv, internet ... all representations of soldiers are real! TV for movies, we worked with a group returning from Afghanistan, for films internet, we went to turn in nine French battalions and all the prints we used active soldiers throughout the country.
What is interesting to say also is that the resources committed to the creation were quite limited. We had to improvise on many process and, for reasons of ease and flexibility benefits of working with (director and photographer) we know personally.
We were particularly present in this campaign and have issued the first year, three TV movies, and as many teasers display, display revelations, fourteen business ads, website internet 2.0 and nine films.
Today, Thibaut and I just everyday running the agency, usually around 6:30. We are capable of neutralizing a man in less than 10 seconds and eat one hot meal a week!
Find here the link to the Effie
Prix Effie 2010 Communication Corporate & B to B
Agence : TBWA\CORPORATE
Annonceur : ARMEE DE TERRE
Responsable Annonceur : Jean-Philippe Conégéro, Benoit Royal
Responsable Agence : Lionel Cuny
Directeur de Création: Jean-Charles Davin
Directeur Artistique : Thibaut Vieville
Concepteur-Rédacteur : Hugo Vella
Prix Effie 2010
Communication Corporate & B to B
Agence : TBWA\CORPORATE
Annonceur : ARMEE DE TERRE
Directeur Artistique : Thibaut Vieville
Concepteur-Rédacteur : Hugo Vella
Prix Effie 2010
Communication Corporate & B to B
Agence : TBWA\CORPORATE
Annonceur : ARMEE DE TERRE
Directeur Artistique : Thibaut Vieville
Concepteur-Rédacteur : Hugo Vella
