Cannes Lions

THE LUCKY STAR

HAVAS WORLDWIDE PARIS, Paris / EDF / 2014

Case Film
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Overview

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Credits

Overview

Description

The EDF Foundation (the corporate foundation of the no. 1 global electricity supplier) would like to raise its profile and communicate its underlying objectives to the general public.

The Foundation’s mission is to take action to build solidarity so that everyone can participate in society.

The film - a cartoon to make it more intimate - tells a simple story, namely that not everyone is born under a lucky star. For people who find themselves socially excluded, the Foundation’s activities appear symbolically as a light bulb rather than as a star. During the film, a baby, an adolescent, a couple and an old lady, who are initially on the sidelines, join the others once the light bulb appears.

The film’s strength also lies in its artistic approach: opting for a cartoon which adds lyricism to the film; the cheerful and rhythmic music, which stands in contrast to traditionally sad music that people expect for this type of theme. And lastly, the film is in black and white with a halo of light around the light bulb that exudes an all embracing feeling of peace.

Execution

MOTION DESIGN

The film is produced in expressive black and white. We played with greyscale to create atmosphere, and used shadow and light play to structure the images. There are no overpowering or pure blacks as these would make the film cold, and the light is given a grainy effect.

PRODUCTION

The challenge was to convey emotion and make the viewer feel close to the characters. The camera stays at eye level, close to the characters and their reactions. Close-ups of faces and details create complicity and intimacy.

In each frame the characters are bathed in light. As the shadows are “chased away” by the light, they retreat elegantly across the characters’ bodies. These close-up, intimate shots are juxtaposed by wide, cinematographic shots that link the characters with their surroundings, depicting their isolation followed by their integration into the world.

ANIMATION

In the absence of dialogue, the animation is responsible for the characters’ facial and physical expressions (their gaze, their lips, etc.). The animation is sensitive, flowing and delicate. It expresses the characters’ fragility when they are in the shadows and their vitality when they are in the light. The light is animated like a character in its own right through shadow play that moves over surfaces (bodies, the ground, etc.). The music, “Sunshine”, also plays an important role in the film. Lively and rhythmic, it brings optimism and lightness to the film and to the topic of exclusion.

Outcome

878,000 YouTube views

178,189 unique visitors to the website during the campaign

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