French retailer La Redoute has unveiled an intimate brand film from FRED & FARID Paris. Director Géraldine Nakache of Quad Stories directed “Two Brothers” (Deux Freres in French) which captures the loving, fun relationship between two brothers, and then what happens when the elder sibling leaves the family for college.
Between sadness and pride, it is the opportunity for the remaining brother to take a new place in the family. Touching in its authenticity, with the subtle presence of the brand, the film tells a slice of universal life and generational transmission.
Credits
Client La Redoute Agency FRED & FARID Paris Fred & Farid, chief creative officers; Olivier Lefebvre, president/executive creative director; Yann Rougeron, art director/copywriter; Agathe Michaux Terrier, Maud Shittle, producers. Production Quad Stories Geraldine Nakache, director; Seydi Bayrak, producer; George Lechaptois, DP; Camille Lipmann, line producer; Nabia Amraoui, production coordinator. Postproduction Fix studio Claire Prud-homme, post producer; Dorian Rigal-Ansous, editor; Frederic Poteau, colorist; Thomas Canu, graphist. Music Massive Music Amsterdam Pierre Carnet, music supervisor. Music–chien noir / “Histoire Vraie” Audio Post Benzene Benjamin Desplanques, sound post producer. Sound Post-Production: Benzene
Violence against women is rooted in gender and relationship models based on control and emotional dependence: this is the starting point for the development of the awareness-raising campaign “Getting Ready,” ideated for Sephora Italia by creative agency LePub and directed by Juul Op den Kamp.
Psychological violence manifests itself through constant and repeated behaviors aimed at controlling and subduing the partner. When we talk about gender-based violence, the focus is often on the physical side. However, not enough is said about the first signs of abusive behavior, especially from a psychological point of view, which are mostly subtle.
The objective of LePub and Sephora Italia’s “Getting Ready” campaign is deliberately simple and direct: to encourage awareness of what are called “Early Signs,” being the first signals of gender-based violence. Taking care of one’s outward appearance, the way one dresses and wears make-up, are powerful means of expressing one’s identity and are often the subject of abusive controlling behavior. Sephora believes in the right of every woman to be able to express herself freely and has once again decided to turn the spotlight on this issue through a campaign with a strong emotional impact.
“The topic addressed in this campaign is a sensitive one, unfortunately of a tragic relevance that cannot leave us indifferent. Signs of violence must be scrupulously observed, properly recognized and promptly interrupted. It starts with a comment, continues with an insult and finally culminates in a concrete act, a dramatic phenomenon that we are forced to read about every day in our newspapers. This is why it is absolutely necessary to act and talk about it: if our message reaches and supports even one... Read More
