Finalist
Creative Strategy
Retail
| Entrant: | Buzzman, Paris |
| Brand: | Celio |
| Title: | "The Most Normal Shoot" |
| Corporate Name of Client: | Celio, Paris |
| Agency: | Buzzman, Paris |
| Agency Chief Executive Officer: | Julien Levilain |
| Agency President: | Georges Mohammed-Chérif |
| Agency Creative Chairman: | Georges Mohammed-Chérif |
| Chief Creative Officer: | Georges Mohammed-Chérif |
| Creative Directors: | Patrice Lucet/David Derouet |
| Copywriters: | Thibault Picot/Yvonnick Le Bruchec |
| Art Directors: | Thibault Picot/Yvonnick Le Bruchec |
| Agency Art Director Assistant: | Pierre-Marie Hascoet |
| Agency Print Producers: | Assya Mediouni/Charlotte Chadeau/Romain Chassaing |
| Agency Head of Production: | Vanessa Barbel |
| Agency Motion Designer: | Théo Berdrin |
| Agency Social Media Director: | Pierre Guengant |
| Agency Chief Strategy Officer: | Clément Scherrer |
| Agency Strategic Planner: | Alexandre Honoré |
| Agency Account Executive: | Sofiane Ouaddah |
| Agency Account Manager: | Alexane Chauvin |
| Agency Head of PR & Communication: | Paul Renaudineau |
| Agency PR & Communication Manager: | Marie Smid |
Description:
In movies, magazines, fashion and advertising, masculinity is always depicted the same way. As a result, 57% of French men don’t feel represented. They are the invisible majority, the ordinary guys in a world where only extraordinary gets the spotlights.
Celio, who dresses millions of men, decided to pay them a tribute. To prove no one wears our collections better than them, we went directly on Streetview. We found thousands of men casually wearing Celio’s collections in the streets of France. By only taking screenshots of their outfits, we gave ordinary men the cover they never have.