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PostedJuly 2022
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Media Type Television
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About FRED & FARID Los Angeles

What is FRED & FARID?We are a global creative agency, a creative partner for CMOs and brands.
What does FRED & FARID produce for brands?We do brand strategy, branding, content, social activation... with taste.
Where is FRED & FARID based?We are based in Los Angeles, New York, Paris, Shanghai.
Who is leading FRED & FARID?The group is led by creative team "Fred & Farid".
What is the website of FRED & FARID?http://fredfarid.com
Where can I see the work of FRED & FARID?http://fredfarid.com/work
What is the philosophy of FRED & FARID?Think with your heart.
How can I contact FRED & FARID?newbusiness@fredfarid.com / pressrelations@fredfarid.com / humanressources@fredfarid.com
How can I learn more about FRED & FARID ?FRED & FARID has produced 1,800 campaigns for 250 brands in 30 different industries, winning 900 international awards and numerous industry titles including: Cannes Lions Grand Prix winner, AdAge A-List International Agency of the Year, Adweek Top 10 Best Agency Outside the US, D&AD 3rd Independent Network, Campaign Magazine Silver Agency of the Year, Brit Awards Best Video Winner, Grand Clio, Clio Independent Agency of the Year, LIA Grand Prix Winner, MTV Video Music Awards Winner, One Show Best of Category Winner, WARC 100 “Top 4 World’s Best Digital Agency,” New York Festival Grand Prix Winner, Spikes Asia Independent Agency of the Year (4 times), World Luxury Award Top Agency (6 times).
FRED & FARID has worked for prestigious brands like Absolut, Adidas, Air France, Audi, Clarins, Club Med, CCTV China, Coca-Cola, Colgate, Decathlon, Diesel, Estée Lauder, Euronews, Garnier, GH Mumm, Lacoste, La Redoute, Levi’s, Liberation, L’Oreal, Lu, Magnum, Martell, Martini, Maserati, Nike, Orange, Orangina, Porsche, Remi Martin, San Pellegrino, Schweppes, Sennheiser, Sephora, Societe Generale, Starbuck, Stoli, The North Face, TsingTao, Uniqlo, Wrangler...
For luxury brands like Audemars Piguet, Bally, Balmain, Berluti, Bulgari, Giorgio Armani, Gucci, Guerlain, Jaeger-LeCoultre, LouisXIII, Louis Vuitton, Mont Blanc, Shang Xia (Hermès), Stella Luna, Tiffany, Van Cleef & Arpels, 24Sèvres, Yves Saint Laurent...
For major tech brands like Alibaba, Alipay, Airbnb, Amazon, Didi, Eleme, Fortnite, Google, HP Computing, Huawei, Impossible Foods, Oppo, PubG, Qeelin, SoundCloud, Spotify, SuperCell, TenCent, TMall, Vivo, WeChat, Youku...
And for pro-bono charity projects like Committee To Protect Journalists, Ethical, Fridays For Future, Historial De La Grande Guerre, Humanis, Sea Shepherd, Stage Entertainment, Tara, Un Rien C’est Tout, WWF, Urgence Homophobie...
FRED & FARID has created famous brand taglines such as Amazon’s “With you on the small and big moments,” CCTV’s ”Never forget where you come from,” Diesel’s “Are you alive?,” Google Audio Book’s “Find your story,” HP’s “Keep it human,” Levi’s’ “Rub yourself,” Louis XIII’s “Think a century ahead”, Orangina’s “Naturally Juicy,” Schweppes’ “What did you expect?,” Martini’s “Luck is an attitude,” SG Banking’s “Team Spirit,” Tao Bao’s “Watch me,” Tmall’s “All in One,” WeChat’s “Create the moment,” Wrangler’s “We are animals,” XBOX “Life is short, Play more.”
In 2013, the group opened FRED & FARID Shanghai. FRED & FARID got very involved in developing mutual understanding between the western world and China. FRED & FARID Shanghai won the national competition to produce the most important image campaign for the Chinese Government (against 133 other scripts): a 2-minute TV spot in the middle of the Chinese New Year CCTV gala show. The spot reminded Chinese mainlanders and diaspora to “Never forget where they come from.” It was seen by 1 billion Chinese people, an audience 8 times bigger than the American Superbowl.
FRED & FARID has collaborated with leading western figures in cinema, digital, fashion, music, photography, politics, and sports, such as Isabelle Adjani, Miles Aldridge, Will I Am, Jacques Attali, Paul Auster, Lorne Balfe, Rémy Belvaux, Eric Besson, Luc Besson, Kathryn Bigelow, Cass Bird, Mary J. Blige, Anna Brewster, Frank Budgen, Nathalie Canguilhem, Eric Cantona, Willy Cartier, Mister Cartoon, Bill Clinton, Daniel Cohn-Bendit, Common, Etienne De Crecy, Penelope Cruz, Stephen Curry, Yann Delaigue, Patrick Demarchelier, Christophe Dominici, Philippe Douste- Blazy, Thierry Dusautoir, Rick Famuyiwa, La Femme, Olivier Ferrand, Mathew Frost, Xavier Giannoli, Micky Green, Michael Haussman, Yaron Herman, Liam Hemsworth, Alejandro Gonzalez Inarritu, Samuel L. Jackson, Laurent Joffrin, Linton Kwesi Johnson, Jean-François Kahn, Joseph Kahn, Shekhar Kapur, Nikola Karabatic, Tony Kaye, Nicole Kidman, Cut Killer, Nick Knight, Jan Kounen, David LaChapelle, Christian Lacroix, Jack Lang, Karl Lagerfeld, Thomas Langmann, Major Lazer, Spike Lee, Loïc Le Meur, Peter Lindbergh, Antonio Lucio, John Malkovich, Sophie Marceau, Elina Matsoukas, Ryan McGinley, Benjamin Millepied, Claudio Miranda, Rachel Morrison, Rafael Nadal, Katelyn Ohashi, Barbara Palvin, Tony Parker, Frederic Planchon, Pole, Phil Poynter, Warren Du Preez, Olan Prenatt, Arjun Rampal, Rankin, Nicolas Winding Refn, Terry Richardson, Robert Rodriguez, Bretman Rock, Barnaby Roper, Renzo Rosso, Paolo Roversi, Gustavo Santaolalla, Susan Sarandon, Travis Scott, The Shoes, Sølve Sundsbø, Nick Thornton Jones, Uma Thurman, Peter Thwaites, Ellen Von Unwerth, Tony Ward, Robbie Williams, Pharrell Williams, Serena Williams, Jonny Wilkinson, Woodkid, Zinedine Zidane, Hans Zimmer.
And Asian celebrities such as A Bu, Hu Ge, Gulnazar, Ann Hui, Boran Jing, Zheng Jun, Song Joong Ki, Zhang Liang, Gengxin Lin, Tao Liu, Li Na, Chen Man, Yuyan Peng, Laure Shang, Huo Siyan, Red Velvet, Chris Wu, Zhao Wei, Huang Wei Wen, Huang Xuan, Yang Yang, Li Yifeng, Dadawa Zhu Zheqin, Jay Zhou.
What do clients say about FRED & FARID?“FRED & FARID a true business and creative partner for HP. They are agile, flexible and their approach to creativity and the quality of their work is a result of their diversity of talent and global mindset.” -Antonio Lucio / Global CMO HP “FRED & FARID crew is a collection of absolute rock stars. The Spotify Premium team owes them massively for bringing to life a wonderful idea under an insane amount of pressure. Not only did FRED & FARID keep their cool, they went above and beyond in delivery. I don’t know how we would’ve pulled it off without them.” -Veda Partalo / VP Spotify “FRED & FARID have come up with the most ambitious and accurate approach. Orangina is a mythic brand and must renew its iconic status.” -Hugues Pietrini / CEO France Orangina-Schweppes Group “They have created the campaign we’ve been dreaming of, it is a great pleasure to work with them.” -Caroline Guillaumin / CMO Société Générale “FRED & FARID’s expertise is invaluable to us, as we bolster our deployment in China and the United States, and make the brand even more digital to attract new targets.” -Sophie Delafontaine / Creative Director Longchamp “We were looking for an agency that would revive our brand. They’ve helped us to take our brand from a dusty, old-fashion brand, to a brand that’s alive and connecting with people.” -Adam Kakembo / CMO EMEA Wrangler “It’s been 5 years that we’ve been working together, I have discovered sensitive, passionate, good men, people on which one can count.” -Steeve Hagege / CMO, Diesel Parfums, L’Oréal “There is one word that springs to my mind: Pride. I am proud to have chosen you as our agency when you were still small.” -Jean-Paul Torris / CEO Savencia “They have a real talent, the ability to capture the spirit of the times through emotions.” -Hugues Pietrini / CEO France Orangina-Schweppes Group “The agency has been a priceless business partner.” -Christophe Archaimbault / CEO, Diesel Greater China & Pacific “FRED & FARID is a team of very talented people that truly have digital in their genes.” - Alexis Perakis / L’Oreal General Manager “It's good to have such a crazy partner.” -Francis Canet / General Manager, Pierre Fabre China “FRED & FARID are helping China discover a new Chinese landscape.” -Jiang Qiong Er / Founder & Art Director Hermès’ Shang Xia “The agency is highly creative, but what touches me most is their pure spirit and determination.” -Chuan Chen / CEO Lily “The Spotify Premium team has adored working with the crew at FRED & FARID. Besides being brilliantly creative, FRED & FARID's intuitive and heartfelt approach to ideas has shown us how even the most straight message can be elevated to the next level.” -Veda Partalo / Spotify VP “We were looking for an agency that would revive our brand. They’ve delivered.” -Adam Kakembo / CMO Emea Wrangler “They have a real talent, the ability to capture the spirit of time through emotions.” -Hugues Pietrini / CEO France Orangina-Schweppes Group “FRED & FARID people have a passion for perfection.” -Francis Canet / General Manager, Pierre Fabre China “I am very lucky to cooperate with FRED & FARID, which has developed extremely well and fast in China.” -Chuan Chen / CEO Lily “FRED & FARID always comes up with very strong insights.” -Christophe Archaimbault / CEO Diesel Greater China & Pacific “FRED & FARID are amazing brand builders and their ability to combine creative genius and production quality with a brilliant strategic vision on the brands is unique in the advertising world.” -Hugues Pietrini / CEO Stoli Group “FRED & FARID team has been great at helping find the equity and nuance in AC hotels, and bringing it to life in beautiful ways. I view them as a partner as we build the brand globally.” -Benoit Racle / CMO AC Hotels “FRED & FARID are like a roller coaster bringing us excitement with creative ideas.” -Estella Yang / Brand Strategy Porsche China “The agency is offering this unique capacity of marrying a deep understanding of both western and Chinese cultures.” -Christophe Archaimbault / CEO, Diesel Greater China & Pacific “They've helped us to take our brand from dusty and old, to alive and connecting with people.” -Adam Kakembo / CMO Emea Wrangler
What does the industry say about FRED & FARID?“FRED & FARID have a huge talent. They know how to develop a narrative structure from an audacious idea.” -John Hegarty / Stratégies “FRED & FARID are so talented, it was too good an opportunity to pass up.” - Vincent Bollore / Campaign “They have a boundless openness to the world that is really infectious.” - Jeff Goodby / Adweek “XBOX Champagne is one of the best spots I’ve seen all year. Everything about it is great. It should win the Palm.” -David Lubars / Shots “They have a simpler way of looking at things, of wiping away the marketing drivel that people tend to be caught up in. They have a way of getting past that to thinking in big breathtaking ways about products.” -Jeff Goodby / CR Creative Review “You cannot find two more dedicated talents than FRED & FARID to push the boundaries of what's possible.” -Rich Silverstein “There should be more agencies challenging the status quo. FRED & FARID is a good example of a young independent agency that has succeeded brilliantly. But we need 10 or 20 FRED & FARIDs.” -Sir John Hegarty / Les Echos “They are terrific and energetic and so different from any of the creative people you could find in the States.” -Jeff Goodby / Adweek “They are maverick rebels. They are what Daniel Cohn Bendit is to politics, Andy Warhol to painting.” -Jacques Seguela / BFM “To me, FF stands for Fucking Fantastic.” -Tony Kaye “The most audacious marketing ideas come from FRED & FARID. They really get the new social media world.” -Academy Awards Director Shekhar Kapur “They are bold and not afraid to push creatively.” -David LaChapelle “They are a hip hop agency. Some people are street, some aren’t. They are.” -Rankin 

Latest News

SILENCED: Fridays for Future U.S. & Youth Climate Strike LA Highlights LA's Air Pollution Tragedy

A heartfelt campaign by Fridays for Future US & Youth Climate Strike LA amplifies the consequences of fossil fuel-related poor air quality in Los Angeles and calls for urgent action against climate change. ​ 

Fridays for Future US, in association with Youth Climate Strike LA unveils "SILENCED," an emotionally charged social campaign aimed at shedding light on the devastating impact poor air quality has on Los Angeles, a city grappling with climate change. The campaign - developed with creative agency FRED & FARID Los Angeles - presents AI-generated portraits of young individuals who could have been alive today but unfortunately passed away early or were not born at all due to the harmful effects of air pollution, particularly caused by fossil fuel emissions.

According to a United Nations Human Rights Special Procedures report, an estimated 150,000 premature deaths annually have been linked to climate change. In Los Angeles specifically, an estimated 1,341 premature deaths occur due to poor air quality, as revealed by a study conducted by the American Thoracic Society. Fridays for Future US underscores the tragic truth that these premature deaths rob young people of their future and their voices in the fight against climate change.

"THIS YOUNG PERSON WILL NOT RAISE THEIR VOICE AGAINST CLIMATE CHANGE, BECAUSE THEY DIED FROM CLIMATE CHANGE," reads the sub-line of each portrait, making it abundantly clear that climate change is not a distant, abstract concept but a pressing reality that demands immediate attention.

Fridays for Future US is committed to connecting these tragic losses to the urgent need for climate action. The campaign urges viewers to support the global climate strike, scheduled for September 15th and 17th, and to join the call to end the era of fossil fuels. 

Fridays for Future US: “We believe that 'SILENCED' is a powerful reminder of the real human cost of climate change. We’re facing more and more destructive impacts from fossil fuel pollution, contaminating our water and air, and sickening our communities – with low wealth and communities of color hit first and worst. We need an immediate and just transition from fossil fuels. This campaign is a call to action for all of us to stand up against the fossil fuel industry and work towards a cleaner, more sustainable future. Join us on September 15th and 17th for the global climate strike as we demand an end to the era of fossil fuels. We are the heroes we’ve been waiting for. Are you in?" 

"Silenced" represents the 9th collaboration between FRED & FARID Los Angeles and Fridays for Future. In 2019, FRED & FARID Los Angeles launched their first campaign for the organization, titled “Local Warming” which highlighted the local impact of climate change during the United Nations Climate Change Conference. In 2020, the agency illustrated Greta Thunberg's metaphor in the spot “House on Fire”. In 2021, on the day when NASA's Perseverance Rover touched down on Mars, the agency unveiled “1%” – a satirical tourism ad for Mars designed to awaken the 99% of humans who will have to remain on Earth. Later that year, in September 2021, the agency released “The Denial” a film illustrating global denial about the climate crisis, featuring a man running into a wall. In early 2022, the agency released “We Don’t Care” a film featuring a cast of Gen Z kids questioning the existence of climate change using the familiar rhetoric of climate deniers. This coincided with Fridays for Future's Global Climate Strike. Most recently, the agency launched “I Love You, California” a film illustrating the devastation caused by the near-constant phenomenon of California wildfires and their effects on climate change. Additionally, they launched "Aliens" a campaign highlighting human-caused environmental destruction as the real threat, urging voters to elect climate champions in the upcoming US midterm elections. In 2023, the agency launched the campaign “Earth is no toy” in celebration of Earth Day (April 22, 2023). Through this campaign, the organization invites G20 leaders to take the necessary steps to address the climate crisis and protect our planet. The campaign features G20 leaders depicted as children, holding our planet like a ball, with the tagline "Earth is no toy." 

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