Dimitri Guerassimov, CEO / CCO at VMLY&R France, guides us through some of the most surprising and delightful work he’s seen come out of the world of French creativity recently
With the dual roles of CEO / CCO at VMLY&R France as well as CCO for WPP on the Colgate-Palmolive account across EMEA, Eurasia and South Africa, Dimitri has to be aware of the creative landscape across many markets. And the five French projects he’s picked for today’s High Five are brilliant on an international scale, surprising and delighting with their clever use of media, cultural relevance and craft.
Amazon Prime Video - CITÉS
Advertising Agency: HEREZIE
Production Company: Quad Stories
This is an interesting exploration of new formats: creating a web-series exclusively on TikTok (featuring a leading French artist Abd Al Malik) is an interesting experiment. It shows that our industry is starting to try to steer away from the expected and is making greater efforts to be part of the culture.
Burger King - Potatoes
Advertising Agency: Buzzman, France
It might be slightly underwhelming in its execution, but, I love it so much that an ad can take the shape of a bag of potatoes instead of something more expected. Kudos for that.
Intermarché - Until My Last Breath
Production: Grand Bazar
Sound Production: Schmooze
I would like to salute the consistency of beautifully crafted and perfectly produced films from Intermarché. The dedication of the agency and the brand to keep on maintaining this level of emotion and craft deserves great respect. And this is also an example of how brands try to find ways to adapt and react to the Covid context.
LICRA - Faces of Fear
Advertising Agency: Publicis Conseil
Production Company: Prodigious
Because more than ever, in times of fake news and algorithmic bubbles, we have to fight prejudices and promote inclusion. All initiatives going in this direction are crucial. We have seen just recently how a divided country can struggle to find peace and balance to start building a common future. And we have seen how fear is instrumental to those who see profit in this division.
CHARAL - First Steps
Advertising Agency: VMLY&R France
People really need a shot of joy, energy and optimism during our challenging times. And this film is one of the biggest popular successes of the recent months. The whole country knows this ad, and it has created lots of smiles and conversations. Even when the world outside is hostile, people aspire to shake their booty and believe in a positive future for them and the future generations.