| Title | Never Give Up |
| Brief | A little robot boy is dismayed when he can’t join in the complex hand-slapping games his human friends play at school. So he decides to teach himself, making detailed notes and sketches and practising in his spare time. He comes close to giving up, but the support of his “parents” spurs him on. And finally, after all his efforts, he’s able to join the cool kids. Learning is hard, but it makes you a better human. Oxford notebooks: power in your hands. |
| Agency | DENTSU CREATIVE |
| Campaign | Cool Robot |
| Advertiser | Oxford |
| Brand | Oxford |
| Date of First Broadcast/Publication | 2016 / 8 |
| Business Sector | Stationery & Office Supplies |
| Tagline | Power in your hands |
| Story | |
| Problem | Learning is not an easy task: it requires time, effort and determination, provided you have the right tools.It is from this observation that gyro: paris has created a new European communication platform for Oxford based on the concept of "Never Give Up."A creative idea that reflects the contribution of notebooks, diaries and Oxford applications in the long road to success.It is embodied in a film full of emotions and values, which tells how a robot manages to fit into his new school through perseverance and learning the Handshake, emblematic of the generation Z.This robot, able to think and learn, is a symbolic representation for easy identification of each and illustrating the importance of courage, abnegation, attempts and failures in the construction of its own success.gyro: paris breaks all the established codes of the notebook world to make Oxford brand the brand of a new generation, an unstoppable generation.#NEVERGIVEUP |
| Media Type | Television |
| Length | |
| Director | Drake Doremus |
| Production Company | U-Man |
| Production Company Producer | Hervé Humbert |
| Creative Director | Sébastien Zanini |
| Creative Director | Pierre-Marie Faussurier |
| Copywriter | Thierry Brioul |
| Art Director | Aurore Michelin |
| Art Director | Laurent Salles |
| Agency Producer | Alexandra Marik |
| Post Production | FIRM |
| Sound Production | Schmooze |