:: adgruntie :: Say Oui Oui to Creativity

+ An article on France's Creative Revolution.

TBWA\France's recent creative performance has helped it pull in the awards, its Sony PlayStation work in particular. 'We prefer to enter international awards because advertising is an international business,' Marie-Catherine Dupuy, the agency's vice-chairman and chief creative officer, comments. Aside from having confidence that her own agency will perform well at Cannes, she reckons BETC Euro RSCG stands a good chance in the awards stakes for its 'La marche de l'empereur' ('the march of the penguins') for the TV channel Canal+. The ad won the cinema and TV gold in the recent Club des Directeurs Artistique Awards (the French equivalent of D&AD), and also picked up the Grand Prix at the Meribel French Advertising Festival. It draws on Canal+'s cinematic heritage and makes a play on the word 'empereur', which means both 'emperor' and 'penguin'.