How do they do chicken in France? Well, based on this Le Barran campaign from DDB/Paris, they do it way bon. And nothing like Burger King's subservient bird, since the key concept here is trust, amid fears of a coop with flu. But free-range fowl is a whole other pecking order. As copywriter/co-director Jerome Langlade explains it, the supermarket poultry brand, not a major player but looking to make a name for itself with a limited budget, called on DDB, which demonstrated "that a big agency can adapt itself to a small advertiser and make a true saga that breaks with the usual codes of the sector." The result is a print and internet film campaign, "a comforting communication that reminds us we can always trust a chicken brought up in the open air, especially in a market that is in full crisis with avian influenza," says Langlade. See the budget one-take :15s at 8www.ddbparis.fr/barran.
Client: Le Barran Agency: DDB/Paris CDs: Alexandre Herve, Sylvain Thirache CWs: Jerome Langlade, Marie-Eve Schoettl AD/Photographer: Jean-Yves Lemoigne Print Producer: Bernadette Pagesy Directors: Jerome Langlade, Jean-Yves Lemoigne