Transforming a local cliché into a lever for cultural attractiveness.
After a first successful collaboration in 2021, Le Podium asked us again to launch its new season. The challenge: to make future programming known and to strengthen reputation on social networks.
background
The Podium is a cultural hall located in Poisy, near Annecy. A modern village, often wrongly perceived as a rural area on the fringes of major centers. After anchoring its original visual identity two years earlier, the challenge was to continue to surprise while strengthening proximity with its audience.
Objectives
Promote upcoming programming, develop visibility on networks and affirm the image of an accessible and lively cultural place. All with a clear constraint: create a campaign that is short, identifiable, and easily distributed on social platforms.
The idea.
Play with the cliché instead of running away from it.
“Poisy is the countryside. The cows, the tractors, the peasants.” That is the image that many people have of it. We chose to caricature it in order to better overturn it. Three mini-movies, directed by a slightly old school father, plunge into his rural and crazy imagination of what a show, a concert or a movie screening “in Poisy” could be. Until reality caught up with him: a modern, elegant place, and bustling with cultural life.
Results.
of traffic on the website
A fanbase doubled in a few weeks on the networks
An increase in attendance and a revalued brand image
The return Without detours
Black & Wild has us Surprised again this year, by proposing a format different from the one we had imagined, much closer to What we needed in fact!
An organization always without a hitch with an indisputable know-how, here is a collaboration that we have Pleasure to see last.
The genesis.
Before writing a line, we listened to the locals. What we saw was a form of discreet pride mixed with a certain complexity: Poisy is not just a village, it is a community. The Podium is the beating heart. We wanted to create a movie that would make you smile, while giving people an extra reason to be proud of their local scene.
Our approach was based on a simple idea: self-deprecation creates complicity. By turning a stereotype into a narrative engine, we made a perceived weakness a distinctive sign. This tension between rural fantasy and cultural modernity has become our playground.
Solutions.
Three short spots designed for social networks.
A humorous, accessible and unifying tone.
Parents, children, seniors, teens... An intergenerational cast to reinforce identification. The role of the father, the pivot of the narration, was given to an actor with a precise game, both tender and quirky. Around thirty extras and several animals took part in the filming, mobilized with the support of local associations. In post-production, particular care was taken with comic rhythm, colorimetry and sound finishes to magnify the contrast between dream and reality.
Making of.
Our other achievements.
.svg)
Make video great again!
Your message has been sent successfully.