• D&AD Awards 2018
    Extended Deadline 28 Feb
  • Extended Deadline
  • 28 February
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History of America Promo

Award: Graphite Pencil

Graphite Pencil / TV & Cinema Communications / TV Promotions & Programme Junctions / 2012

When thinking about the history of the USA, we found out that our knowledge was very approximate and fuzzy. We were then just a step away from reversing the proposal, asking ourselves, what do they know about us? Hence the baseline: ‘Just because they know nothing about us, doesn't mean we shouldn't know anything about them.’ We shot people on the street in New York, and the answers we got were so funny and creative that we edited four promos. The whole series became a hit in France, ending up in many blogs and generating over 70,000 views – a lot for a channel with a 3.2 per cent market share.

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