Branding Agency | Les Télécréateurs
Directed by Alphabetical Order®
Executive Production | Les Télécréateurs
Production company | Aspekt
We have conducted the rebrand of french public service channel France 5, self defined as the channel of ‘Knowledge and Experience’. In addition to a new graphic system which we will soon present, we also worked on a concept for a series of 25 idents that would epitomise ‘knowledge’ as well as act as a clear link to the channel’s multidisciplinary identity.
It is simple, strong, challenging, epic, multidisciplinary, everyday, mesmerizing and beautiful all in one package. It is also very easily recognizable and sustains repeated watching very well.
The concept is as simple as it is strong; a multitude of things that move in the same direction, one following the other, like a chain reaction between completely different worlds. Its underlying meaning is stated loud and clear: knowledge derives from making new links.
The idents become a voyage in which the viewer experiences the ever changing world. Each shot is just long enough for you to grasp what you’re watching, but not too long that it bores you. It also instills in you the feeling of wanting more. Everything travels from left to right but sometimes a thing can reach the apex of its trajectory and start moving in the opposite direction.
And in the words of Alphabetical Order®, the talented directing duo to whom we owe this innovative project “this is of course about moving forward, striving, exploring, fighting, longing, pushing the limits and developing. It symbolizes what makes humanity prosper, what fascinates us in life”.
La FNAC megastore has a quite important erotic books collection. Yet, most people are not familiar with this literature section. The Week of Eroticism organized by the brand in its main Parisian megastore was an opportunity to re-launch the collection.
We created the “Erotic Touch”, an interactive and erotic audio book experience specifically engineered for the brand that was controlled by people’s touch. Passages from Lady Chatterley’s lover were printed along the megastore walls.
Customers were encouraged to caress the words with their fingers. Using a specially engineered “granular synthesis and motion detection” customers’ touch triggered a prerecorded reading of the text at the exact place of the touch.
As fingers caressed the words, the extract becomes a sensual journey guiding visitors to the erotic book section.
By Bruce & Willis (bruceandwillis.ch) and Bad Cow (bad-cow.com)
Music by Machiventa (soundcloud.com/djmach5)
Thanx to Julien Grogg, Thery Ehrlich (Hourglass production), Jean Obuchowicz, Grégoire Büla, Corentin Büla, Martin Begon, Gregory Ferrario, Gael Jimenez, Mathieu Sailly.