LADIES AND GENTLEMEN...
Brand Strategy • Copywriting • Shooting •
FRANCE 2
LADIES AND GENTLEMEN...
CONTEXT
France Télévisions wishes to announce Léa Salamé’s arrival on the 8 p.m. news and has entrusted 17mars with creating a campaign to be broadcast on the group’s channels and social media platforms.
CHALLENGE
Design a trailer that reflects Léa Salamé’s strong personality, reinforces her connection with the channel’s DNA, and brings the audience together around a new primetime appointment.
SOLUTION
The chosen concept builds on remarks made by the journalist during France Télévisions’ press conference. The trailer capitalizes on the unique tone each news presenter sets from their very first words of welcome, playing on comic repetition while playfully reviving the heritage imagery of the evening news — a strong anchor in the collective memory.
MAKING-OF
