Société Générale - "AmouRugby"

FRED & FARID

FRED & FARID Global

9118

Brand: Société Générale
Country: France

Advertiser: Boursorama

Title	AmouRugby
Agency	FRED & FARID
Campaign	Love Of Rugby
Advertiser	Boursorama
Brand	Société Générale
Posted	November 2012
Business Sector	Corporate Communication
Story	French rugby players are more than athletes. They're national heroes contributing to a legendary story of abnegation, sacrifice and honour. That's why when SG, the leading French bank, celebrated their 25 years of rugby sponsorship, they asked us to do something that would fuel this legend. Our strategy was simple: tap into rugby fans' wildest fantasies to bring them a gift they won't forget. First, we gathered the most iconic French rugby players of the last 25 years for a historical photo shoot. But then we did something fans wouldn't even dare to imagine. We invited them to spend a few seconds with this fantasy team, in the sacred intimacy of a locker room. Of course, we couldn't bring them physically in, so we designed a technological shortcut. By simply scanning our print ads with their smartphones, fans would immediately be transported in the locker room, and able to navigate around as if they were holding the camera themselves. This first video-augmented photography allowed everyone to get a closer look at their idol - and live a little bit of the legend themselves - courtesy of the most dedicated rugby fan of all: Societe Generale. Fans loved it and talked about it so much that it made us wonder: who says fantasies are not meant to be acted on?
Media Type	Digital
Production	unit9
Art Buyer	Carmela Guiragossian
Account Manager	Pierre Guengant
Account Manager	Aurélie Sandler
Account Manager	Emmanuel Ferry
Client Supervisor	Raphael Niemi
Client Supervisor	Mathilde Bourla
Client Supervisor	Nicolas Mathias
Client Supervisor	Alain Cazes
Art Director	Romain Lehur
Art Director	Laurent Toth
Art Director	Pauline Soler
Art Director	Pierrick Jegou
Copywriter	Pierrick Jegou
Creative Director	Farid Mokart