TitleBordeaux 2050
BriefTo give people the real taste of global warming, we decided to launch a new wine: we created Bordeaux 2050. We partnered with researchers, scientists and wine experts, who used climate and weather data projection on the next 30 years to simulate the exact taste of a Bordeaux grown in 2050.The result was an inferior composition: 2 to 4 degrees heat waves diminished the aroma, drought gave a bitter and drier taste, devastating frost and hailstorms caused fruit wastage. The special vintage of 400 bottles was launched in the Museum of Wine in Paris at an event gathering key decision makers: journalists, scientists, sommeliers as well as influential members of the French political elite, including climate skeptics.Following the launch event of the limited vintage of Bordeaux 2050 and the uploading of Bordeaux2050.org and despite its poor taste it became the most Googled wine in the world. Consequently, the French Association of Journalists for the Environment received an increase of 27% mentions on social media, and 14% of funding from donations. UN Climate Change Executive Secretary, Patricia Espinosa, welcomed the initiative. Bordeaux 2050 shook French wine circles before spreading to the wider scientific community and then news worldwide. It generated over 500 million organic impressions across headlines among The Huffington Post, Le Figaro, L'Express, Franceinfo, Science and Future, triggering 100 000 social media mentions.For the first time in history, climate-skeptics were forced to taste the negative effect of climate change, which they previously ignored.
Agency
Campaign Bordeaux 2050
Advertiser AJE
Brand AJE

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Global Executive Creative Director A...an B...n Subscribers Only
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Global Executive Creative Director Adrian Botan
Executive Creative Director Riccardo Fregoso
Executive Creative Director Julien Chiapolini
Creative Director Sebastien Boutebel
Creative Director Guy Lewis
Senior Art Director Cesar Garcia
Senior Copywriter Julio Alvarez
Art Director Mateo Fernandez
Art Director Clara Bazin-Vinson
Art Director Adrien Lavayssière
Copywriter Claire Pages
Creative Excellence Manager Europe Carmen Bistrian
Creative Excellence Manager Paris Esmee Khoujlani
CEO Bruno Tallent
VP - Global Business Leader Cedric Vanhoutte
Deputy General Manager in charge of Strategy Erik Bertin
Strategic Planner Palmyre Betremieux
Head of TV Lionel Courtiaud
TV Producer Matthieu Tombarelle
Motion designer Valentin Audubon
Motion Disigner Jimmy Charles
Executive Vice President Arnaud Pochebonne
Senior Vice President Eloi Asseline
Account Director Emilie Barrail
Senior Associate Cecile Pochard
Account Director Gilles Beaujean
Director Alexandre Tissot
Producer Aurélie Chevalier
Producer Romain Manson
Sound Engineer Ludovic Tartavel
Entrant Company McCANN PARIS
Idea Creation McCANN PARIS
Production LES IMPRODUCTIBLES
Production STUDIO GRANDE ARMEE
PR WEBER SHANDWICK
Additional Company M STORIES

About McCann Paris

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L'OREAL PARIS UNVEILS A CAMPAIGN OF MUSES ARRIVING FROM HEAVEN

McCANN Paris is supporting L'Oréal Paris and its Lash Paradise mascara, a bestseller in the United States and Europe, with 15 units sold every minute, through a new advertising campaign. The poetic and dreamlike campaign, which will be broadcast worldwide in September, stars a cast of international icons that include Camila Cabello, Elle Fanning and Cindy Bruna, who recently joined the celebrated ranks of L'Oréal Paris muses. 

A CAMPAIGN TO STRENGTHEN THE BRAND FOOTPRINT OF L'OREAL PARIS' BEST-SELLING MASCARA

McCANN Paris has created a new campaign for L'Oréal Paris and its flagship product, Lash Paradise, to share how the mascara’s composition has evolved with an oil-enriched skincare formula that is suitable even for sensitive eyes and the promise of maximized sensoriality, thanks to a tenfold increase in application pleasure.

The new film, part of an advertising campaign, is aimed at reinforcing the Lash Paradise franchise universe with a strong visual narrative, imbued with a playful sense of imagination. The agency, McCANN Paris, wants to convey the impression of the actual product experience, especially with the most enjoyment of the mascara’s application.

The fantastical tone imparted by the film pays tribute the bit of magic provided by this Mascara which gives instantly volume to the lashes and that is done in one go.

"Mascara like a perfume? The new Paradise campaign revolutionizes the way we communicate about consumer products, whose advertising discourse is usually more functional. We succeeded with the McCANN agency to create a dreamlike campaign, which takes users into a poetic and immersive universe,” says Zak Yopp, Global Marketing Director for Make-Up, L'Oréal Paris.

TAKE YOUR LASHES TO PARADISE, A DREAM CAST

McCANN Paris has chosen to call on director, photographer and visual artist Bruno Aveillan, who is creating this campaign alongside the historic L'Oréal Paris agency.

In this movie that revisits codes of the industry, Lash Paradise is such a bestseller on Earth that even angels would like to take their eyelashes to heaven. This is how one can witness a singular spectacle: that of an angel bungee jumping from heaven to come and find her face in a reflecting pool in Paris. Then time freezes to give this angel the opportunity to apply Lash Paradise mascara before going back to heaven.

For McCANN Paris and L'Oréal Paris, the choice of Camila Cabello, Elle Fanning and Cindy Bruna was a natural choice. Indeed, beyond their strong popularity, these muses maintain a certain closeness with young, urban Millennial women. It was important for this target to be able to find its way through them.

"We were looking for a strong, new, amazing image: an image that could convey in an instant the pleasure of this particular moment of application of Lash Paradise mascara. As if time stood still... As if the softness of the mascara plunges us into a feeling of weightlessness... We invented this fairytale and lyrical sequence: our heroine, as light as an angel, jumps from a cloud, with a bungee cord, to come and put her make-up on in the reflecting pool of a Parisian fountain. She's definitely worth it," says Julien Calot, Creative Director, Beauty Team at McCANN Paris.

This 360° campaign, available at the end of summer 2020 worldwide, will be broadcast on TV, and will also be available in print, digital, social media, merchandising and radio. In France, it will be broadcast in September. 

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