France 24, the new French international news channel, launches today (December 7). Marcel Paris, led by Fred and Farid, won the advertising account in September and have been busy developing a viral campaign to promote the “Beyond the News” concept. A central part of the promotion is a set of videos posted at Daily Motion, with the tagline, “Everything you don’t want to know” (au delà de l’information). See the France 24 WordPress blog for more on the launch details. The channel is providing a service in French, English and Arabic, by satellite and online.
The first advertising clip, Sweatshop, provides a critique of the working conditions behind the scenes of major sports manufacturers. A young boy assembles a soccer ball in a sweat shop, dreaming of where the ball will turn up. Click on the image below to play the Sweatshop video.
The second clip, Mona Lisa, playfully suggests a story behind the art of Leonardo Da Vinci. Click on the image below to play the Da Vinci video.
The third clip challenges viewers to wonder what has happened to the mother of the little girl reporting on her day at school. Click on the image below to play the War video.
See the same video in French
Credits
The Beyond the News campaign was developed at Marcel Republique, Paris, by creative directors Fred & Farid, copywriter Gregorie Chalopin, art director Sebastian Piacentini, agency producer Damien Fournier-Perret, account supervisors Emmanuel Ferry and Damien Gouilly-Frossard.
Animation was directed by Stéphane Hamache via Wizz, Paris, with producer Francois Brun. 3D work was done at Def2Shoot, Paris.