Cannes Lions

ATTRACTION

FRED & FARID GROUP, Paris / ORANGINA / 2014

Case Film
Film
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Overview

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Credits

Overview

Description

In France, Schweppes is known as the soft drink brand for adults and positioned as a luxury product using perfume's codes in communication: chic, trendy, seductive, unexpected with a sense of humor.

Since 2009, Schweppes has been developing the very iconic "What Did You Expect?" saga, playing on seduction and product's attractiveness in a glamorous yet funny way.

The saga started with the famous Hollywood actress Nicole Kidman, and kept on going with a second campaign featuring Uma Thurman as a sulfurous and eccentric diva.

For this third campaign, the objective was to evolve toward a more European muse. Penelope Cruz was an obvious choice: a successful filmography, a great personality and a mesmerizing sensuality. We just had to add the essential “unexpected twist” to turn this attraction story into a successful campaign, which was one of the most talked-about ad during the first month of its launch.

Execution

Our challenge resulted in finding a music that would fit the codes of the perfume : Chic, trendy, seductive and unexpected.

Featuring a sultry composition, we made this happen.

The beat follows Penelope's steps as she seductively glides through a crowded club, capturing the attention of every attendee around her. We arranged the original track in order to give the music a progressive intensity while Penelope is approaching her target. Music plays a key role at the end of the film. A strong cut was used while Penelope grabs the bottle of Schweppes instead of giving the girl a kiss... holding everyone's breath.

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