Cannes Lions

The next normal

DDB , Paris / UNESCO / 2021

Presentation Image
Supporting Content
Digital Proof JPG
Digital Proof JPG
Digital Proof JPG
Digital Proof JPG
Digital Proof JPG
1 of 0 items

Overview

Entries

Credits

OVERVIEW

Background

After 1945, UNESCO was born of one conviction: the most serious crisis in our history could give birth to a better humanity. UNESCO seeks to build peace through international cooperation in Education, the Sciences and Culture. This idea and mission became more topical than ever during the global coronavirus crisis. How could we use this moment to raise awareness about everything that was already wrong in our world ?

Idea

The film is based solely on facts. Facts about the world before and during the pandemic. Put together, they lead us to an unsettling conclusion: our “normal” world wasn’t normal at all and we better use this moment to redefine it.

Strategy

« Disasters and emergencies do not just throw light on the world as it is. They also rip open the fabric of normality. Through the hole that opens up, we glimpse possibilities of other worlds. » Peter C Baker, The Guardian.

COVID-19 disrupted our normal way of life. What if we took the opportunity to disrupt our perception of normality, questioning what our “normal” should be ? We know too well going “back to normal” would cause a future health, economic and social crisis.

Execution

The film was produced, directed and edited in-house during the first lockdown in France. It was designed like a series of precise snapshots of the world edited in a seamless way. The pictures and sound design give the facts a real-life feel that makes them even more striking. We used Clint Mansell’s music to bring emotion and a touch of light and hope at the end of the film.

Similar Campaigns

12 items

Facts

DDB , Paris

Facts

2020, UNESCO

(opens in a new tab)