Cannes Lions

LA MARSEILLAISE (THE FRENCH ANTHEM)

SAATCHI & SAATCHI + DUKE, Saint-Denis / TOYOTA / 2015

Film
MP3 Original Language
Film
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Overview

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Credits

Overview

Description

The film takes us backstage at the Toyota factory in Valenciennes (north of France) and shows the production line in action. The natural sound of the machinery and employees at work slowly build and unusual version of the French national anthem, the “Marseillaise”.

As the music goes on, three shinny and new Toyota “Yaris France” are leaving the production line: one blue, one white and one red.

Tagline: Toyota Yaris is the most manufactured car in France

Execution

This film is supported by an original musical arrangement: it features a unique version of the French national anthem (La Marseillaise) made only with the genuine sounds of Toyota’s French factory in Valenciennes.

It required recording the factory actually working to be able to rebuilt the full melody.

During the 3 days of the shoot, the production team had to blend into the background in order not to bother the employees and more importantly, never to interrupt the production line.

It gave birth to a very French “industrial anthem” which was used on TV and Radio.

It was an imaginative cover mixing two French national prides: the sound of France’s most manufactured car with the iconic melody of its national anthem.

There are no actors in the film and all the footage was captured during the manufacturing of authentic Toyota “Yaris France” in Valenciennes (north of France).

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