AVENE SELFIE - CASE STUDY:
Avene (Laboratories Pierre Fabre) is a respected french cosmetic brand based on thermal water. China is the most successful oversea market of Avene brand. For the launch of its "Couvrance" product range, Fred & Farid Shanghai came up with a digital campaign built on a famous Chinese digital insight : Chinese women usually allow themselves only one single pose on their selfies... the same exact pose on every selfie.
Therefore, the agency put together a viral video made of a serie of selfies proving this sad fact... the viewer discovers that only the background changes from one picture to another. This digital experience introduces Avene "360° Beauty" concept... encouraging Chinese women to dare post their face from different angles on social medias.. thanks to Avene "Couvrance" products.
"To succeed in China you need to build your campaigns on real digital Chinese insights... this one does it. Every Chinese women can easily relate to the experience"
Mr Francis Canet (General Manager Pierre Fabre China)
"It's a fresh, joyful digital campaign... breaking the jail of conformist selfies"
Fred Raillard (Founder, Digital Creative Director Fred & Farid Group)
Agency : Fred & Farid Shanghai
Brand : Avene
Title : Selfie
Executive Creative Directors : Fred & Farid
Creative Director : Gregoire Chalopin
Associate Creative Director : Laurent Leccia
Copywriter : Laurent Leccia
Art Director : Laurent Leccia
Brand Supervisor : Francis Canet
Advertiser's Supervisor : Aline Cui
Account Manager : Annie Dai, September Guo
Production Company : KILLDEATH
Agency Producer : Terry Jin
Director, D.O.P : Gianpolo Lupori
Editor : Shihui Qiu, Blinde Wu
Music Composer: Composer: Igor Dvorkin, Freddy Gottlieb, Duncan Pittock, Ellie Kidd
Music Title : Crystal Creek
Post Production : Film Valley