The word ‘Selfie’ has been elected as “word of the year” by the very serious Oxford dictionary. Celebrities, the US president, and even the Pope participate in this trend, by sharing their pictures on social media, facebook, pinterest, weibo, wechat, snapchat and almost anywhere else they can find. This phenomenon is so incredibly viral that scientist began to study it very seriously. We can now confirm that women take more selfies than men, that they usually have the mouth closed and the eyes open and that the pose depends of the countries from which they come.
Avene (Laboratories Pierre Fabre) is a respected french cosmetic brand based on thermal water. China is the most successful oversea market of Avene brand. For the launch of its “Couvrance” product range, Fred & Farid Shanghai came up with a digital campaign built on a famous Chinese digital insight : Chinese women usually allow themselves only one single pose on their selfies… the same exact pose on every selfie.
Therefore, the agency put together a viral video made of a serie of selfies proving this sad fact… the viewer discovers that only the background changes from one picture to another. This digital experience introduces Avene “360° Beauty” concept… encouraging Chinese women to dare post their face from different angles on social medias.. thanks to Avene “Couvrance” products.
Agency : Fred & Farid Shanghai
Brand : Avene
Title : Selfie
Executive Creative Directors : Fred & Farid
Creative Director : Gregoire Chalopin
Associate Creative Director : Laurent Leccia
Copywriter : Laurent Leccia
Art Director : Laurent Leccia
Brand Supervisor : Francis Canet
Advertiser’s Supervisor : Aline Cui
Account Manager : Annie Dai, September Guo
Production Company : KILLDEATH
Agency Producer : Terry Jin
Director, D.O.P : Gianpolo Lupori
Editor : Shihui Qiu, Blinde Wu
Music Composer: Composer: Igor Dvorkin, Freddy Gottlieb, Duncan Pittock, Ellie Kidd
Music Title : Crystal Creek
Post Production : Film Valley