Creating the magic of winter... before it even arrives.
As the 2021 winter season approaches, France Montagnes wanted to bring back the desire for mountains after a year marked by health restrictions. Instead of relying on the expected images of powder and snow, we chose a daring approach: tell the mountain in a different way. A TV movie that reinvents the imaginary of summits by allowing itself to dream, between reality and delight.
background
At the gates of winter, France Montagnes wanted to promote French ski areas with a campaign capable of reviving the desire to escape. The constraint: shooting in September, without snow, while magnifying the magic of high-altitude landscapes.
Objectives
Reviving the attractiveness of the French mountains after a season marked by health restrictions. It was necessary to create a unifying campaign, capable of putting a smile back on your face and reminding us that the mountains remain a land of dreams, sharing and freedom.
The idea.
What if the mountains were invited into a child's imagination?
We imagined a film at the crossroads of dream and reality, where the eyes of a little girl reinvents the mountain in her own way. Thanks to a touch of magic, her imagination runs wild: her child's bedroom becomes a polar world. Everyday life falls into a magical universe.
Two worlds respond to each other: the warm and reassuring cocoon, and the frozen wonder of a fantasy winter. A creative device that transforms a production constraint into a strong narrative resource.
Results.
A national campaign visible on more than 1,000 TV broadcasts.
A film praised for its creativity and its ability to bring back the desire for mountains to a large audience, by reconnecting with emotion and the collective imagination.
A comprehensive digital system strengthening the presence of France Montagnes on all key platforms.
The return Without detours
An efficient collaboration with people who get it fast and see things through.
The genesis.
The brief, co-constructed by the agencies Kudeta and Oxomédia, invited us to propose an original approach while promoting French territories. Shot without snow, the campaign required a complete rethink of the staging. We chose to play on poetry, suggestion, and emotional storytelling.
In the studio, every detail was designed to evoke the mountain without copying it: textures, lights, camera movements, everything contributes to recreating the feeling of winter. A demanding artistic direction that makes the link between sensory realism and the childlike imagination.
Solutions.
We provided creative design, direction, and executive production for the film. The dreamlike universe was entirely designed in the studio, with decorations combining natural materials and stylized elements to arouse wonder. The lighting and special effects approach made it possible to create a “magic” snow that was believable on the screen.
The media plan then extended the story across all TV and digital platforms, amplified by an influence campaign and targeted activations between vacation periods.
Making of.
Our other achievements.
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