Cannes Lions
SMUGGLER, New York / GILLETTE / 2016
Awards:
Overview
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Description
An excerpt by Ian Fleming, the creator of James Bond, is narrated over scenes of international intrigue that would be right at home in one of Fleming's novels. A high-society poker game, underground brawls, speedy car chases through city streets and mountaineering adventures all accompany Fleming's words about observation and memory. These plots culminate with the heroes treating themselves to a clean shave with Gillette razors as the narrator admits that "even the way in which a man shaves in the morning is well worth recording." Suddenly, a brawny man charges at one of the shaving men from behind and smashes the mirror.
Outcome
Our brief was to extract the essence of Bond through Flemings writing whilst rooting him through the eyes of the every day man. The real challenge was to make two countries feel like we had travelled the globe. We also had to honor the image established through Flemings books and the way the Bond character is perceived through the films we know so well (for which we had expect guidance throughBarbara Broccoli and her team). He is everywhere and nowhere. He is known to us and an enigma.
We had originally quoted for two Mediterranean countries that gave us a combination of cities and coast line but we quickly realized that a true diversity was required. This required us to re-evaluate the budget and see how we could mange this switch of countries after being awarded.We finally settled on Madrid, Barcelona and Iceland.
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