ADAGE GOLD NEWCOMER OF THE YEAR 2020
ADAGE GOLD INTEGRATED CAMPAIGN OF THE YEAR 2020
30+ AGENCY HONORS
ADAGE GOLD NEWCOMER OF THE YEAR 2020
ADAGE GOLD INTEGRATED CAMPAIGN OF THE YEAR 2020
30+ AGENCY HONORS
What is FRED & FARID? We are a purpose driven company producing meaningful ideas, grounding brands into culture. Our founders are two creatives of Brittany/France origins and Algeria/Africa origins. There are 8 partners in the group, half female led.. Diversity, equity and inclusion are in our DNA, and have always been a priority in our hiring.
What does FRED & FARID do for brands? We do creative consulting, brand strategy, branding, content & social activation.
Where is FRED & FARID based? We are based in Los Angeles, New York, Paris, Shanghai.
What is the website of FRED & FARID? http://www.fredfarid.com
Where can I see the work of FRED & FARID? http://www.fredfarid.com/work
What is the philosophy of FRED & FARID? Think with your heart.
How can I learn more about FRED & FARID?
FRED & FARID has produced 1,800 campaigns for 250 brands in 30 different industries, winning 900 international awards and numerous industry titles including: Cannes Lions Grand Prix winner, AdAge A-List International Agency of the Year, Adweek Top 10 Best Agency Outside the US, D&AD 3rd Independent Network, Campaign Magazine Silver Agency of the Year, Brit Awards Best Video Winner, Grand Clio, Clio Independent Agency of the Year, LIA Grand Prix Winner, MTV Video Music Awards Winner, One Show Best of Category Winner, WARC 100 “Top 4 World’s Best Digital Agency,” New York Festival Grand Prix Winner, Spikes Asia Independent Agency of the Year (4 times), World Luxury Award Top Agency (6 times).
FRED & FARID has worked for prestigious brands like Absolut, Adidas, Air France, Audi, Clarins, Club Med, CCTV China, Coca-Cola, Colgate, Decathlon, Diesel, Estée Lauder, Euronews, Garnier, GH Mumm, Lacoste, La Redoute, Levi’s, Liberation, L’Oreal, Lu, Magnum, Martell, Martini, Maserati, Nike, Orange, Orangina, Porsche, Remi Martin, San Pellegrino, Schweppes, Sennheiser, Sephora, Societe Generale, Starbuck, Stoli, The North Face, TsingTao, Uniqlo, Wrangler...
For luxury brands like Audemars Piguet, Bally, Balmain, Berluti, Bulgari, Giorgio Armani, Gucci, Guerlain, Jaeger-LeCoultre, LouisXIII, Louis Vuitton, Mont Blanc, Shang Xia (Hermès), Stella Luna, Tiffany, Van Cleef & Arpels, 24Sèvres, Yves Saint Laurent...
For major tech brands like Alibaba, Alipay, Airbnb, Amazon, Didi, Eleme, Fortnite, Google, HP Computing, Huawei, Impossible Foods, Oppo, PubG, Qeelin, SoundCloud, Spotify, SuperCell, TenCent, TMall, Vivo, WeChat, Youku...
And for pro-bono charity projects like Committee To Protect Journalists, Ethical, Fridays For Future, Historial De La Grande Guerre, Humanis, Sea Shepherd, Stage Entertainment, Tara, Un Rien C’est Tout, WWF, Urgence Homophobie...
FRED & FARID has created famous brand taglines such as Amazon’s “With you on the small and big moments,” CCTV’s ”Never forget where you come from,” Diesel’s “Are you alive?,” Google Audio Book’s “Find your story,” HP’s “Keep it human,” Levi’s’ “Rub yourself,” Louis XIII’s “Think a century ahead”, Orangina’s “Naturally Juicy,” Schweppes’ “What did you expect?,” Martini’s “Luck is an attitude,” SG Banking’s “Team Spirit,” Tao Bao’s “Watch me,” Tmall’s “All in One,” WeChat’s “Create the moment,” Wrangler’s “We are animals,” XBOX “Life is short, Play more.”
In 2013, the group opened FRED & FARID Shanghai. FRED & FARID got very involved in developing mutual understanding between the western world and China. FRED & FARID Shanghai won the national competition to produce the most important image campaign for the Chinese Government (against 133 other scripts): a 2-minute TV spot in the middle of the Chinese New Year CCTV gala show. The spot reminded Chinese mainlanders and diaspora to “Never forget where they come from.” It was seen by 1 billion Chinese people, an audience 8 times bigger than the American Superbowl.
FRED & FARID has collaborated with leading western figures in cinema, digital, fashion, music, photography, politics, and sports, such as Isabelle Adjani, Miles Aldridge, Will I Am, Jacques Attali, Paul Auster, Lorne Balfe, Rémy Belvaux, Eric Besson, Luc Besson, Kathryn Bigelow, Cass Bird, Mary J. Blige, Anna Brewster, Frank Budgen, Nathalie Canguilhem, Eric Cantona, Willy Cartier, Mister Cartoon, Bill Clinton, Daniel Cohn-Bendit, Common, Etienne De Crecy, Penelope Cruz, Stephen Curry, Yann Delaigue, Patrick Demarchelier, Christophe Dominici, Philippe Douste- Blazy, Thierry Dusautoir, Rick Famuyiwa, La Femme, Olivier Ferrand, Mathew Frost, Xavier Giannoli, Micky Green, Michael Haussman, Yaron Herman, Liam Hemsworth, Alejandro Gonzalez Inarritu, Samuel L. Jackson, Laurent Joffrin, Linton Kwesi Johnson, Jean-François Kahn, Joseph Kahn, Shekhar Kapur, Nikola Karabatic, Tony Kaye, Nicole Kidman, Cut Killer, Nick Knight, Jan Kounen, David LaChapelle, Christian Lacroix, Jack Lang, Karl Lagerfeld, Thomas Langmann, Major Lazer, Spike Lee, Loïc Le Meur, Peter Lindbergh, Antonio Lucio, John Malkovich, Sophie Marceau, Elina Matsoukas, Ryan McGinley, Benjamin Millepied, Claudio Miranda, Rachel Morrison, Rafael Nadal, Katelyn Ohashi, Barbara Palvin, Tony Parker, Frederic Planchon, Pole, Phil Poynter, Warren Du Preez, Olan Prenatt, Arjun Rampal, Rankin, Nicolas Winding Refn, Terry Richardson, Robert Rodriguez, Bretman Rock, Barnaby Roper, Renzo Rosso, Paolo Roversi, Gustavo Santaolalla, Susan Sarandon, Travis Scott, The Shoes, Sølve Sundsbø, Nick Thornton Jones, Uma Thurman, Peter Thwaites, Ellen Von Unwerth, Tony Ward, Robbie Williams, Pharrell Williams, Serena Williams, Jonny Wilkinson, Woodkid, Zinedine Zidane, Hans Zimmer.
And Asian celebrities such as A Bu, Hu Ge, Gulnazar, Ann Hui, Boran Jing, Zheng Jun, Song Joong Ki, Zhang Liang, Gengxin Lin, Tao Liu, Li Na, Chen Man, Yuyan Peng, Laure Shang, Huo Siyan, Red Velvet, Chris Wu, Zhao Wei, Huang Wei Wen, Huang Xuan, Yang Yang, Li Yifeng, Dadawa Zhu Zheqin, Jay Zhou.
For over 20 years, Fred & Farid have been judging all major International Award Shows… also members of the Cannes Lions Titanium jury (identifying the new big industry trends), “Foreman” of the prestigious British D&AD Art Direction jury, and D&AD board members.
Shots magazine selected Fred & Farid for their list of the “Top 15 most influential creative leaders,” alongside Sir John Hegarty, Jeff Goodby, Dan Wieden, Lee Clow, David Droga, Bob Greenberg, Trevor Beattie, and Marcello Serpa.
What do clients say about FRED & FARID?
“FRED & FARID is a true business and creative partner for HP. They are agile, flexible and their approach to creativity and the quality of their work is a result of their diversity of talent and global mindset.” -Antonio Lucio / Global CMO HP
“The FRED & FARID crew is a collection of absolute rock stars. The Spotify Premium team owes them massively for bringing to life a wonderful idea under an insane amount of pressure. Not only did FRED & FARID keep their cool, they went above and beyond in delivery. I don’t know how we would’ve pulled it off without them.” -Veda Partalo / VP Spotify
“FRED & FARID have come up with the most ambitious and accurate approach. Orangina is a mythic brand and must renew its iconic status.” -Hugues Pietrini / CEO France Orangina-Schweppes Group
“They have created the campaign we’ve been dreaming of, it is a great pleasure to work with them.” -Caroline Guillaumin/ CMO Société Générale
“FRED & FARID’s expertise is invaluable to us, as we bolster our deployment in China and the United States, and make the brand even more digital to attract new targets.” -Sophie Delafontaine / Creative Director Longchamp
“We were looking for an agency that would revive our brand. They’ve helped us to take our brand from a dusty, old-fashion brand, to a brand that’s alive and connecting with people.” -Adam Kakembo / CMO EMEA Wrangler
“It’s been 5 years that we’ve been working together, I have discovered sensitive, passionate, good men, people on which one can count.” -Steeve Hagege / CMO, Diesel Parfums, L’Oréal
“There is one word that springs to my mind: Pride. I am proud to have chosen you as our agency when you were still small.” -Jean-Paul Torris / CEO Savencia
“They have a real talent, the ability to capture the spirit of the times through emotions.” -Hugues Pietrini / CEO France Orangina-Schweppes Group
“The agency has been a priceless business partner.” -Christophe Archaimbault / CEO, Diesel Greater China & Pacific
“Fred & Farid is a team of very talented people that truly have digital in their genes.” - Alexis Perakis / L’Oreal General Manager
“It's good to have such a crazy partner.” -Francis Canet / General Manager, Pierre Fabre China
“FRED & FARID are helping China discover a new Chinese landscape.” -Jiang Qiong Er / Founder & Art Director Hermès’ Shang Xia
“The agency is highly creative, but what touches me most is their pure spirit and determination.” -Chuan Chen / CEO Lily
“The Spotify Premium team has adored working with the crew at Fred & Farid. Besides being brilliantly creative, Fred & Farid's intuitive and heartfelt approach to ideas has shown us how even the most straight message can be elevated to the next level.” -Veda Partalo / Spotify VP
“We were looking for an agency that would revive our brand. They’ve delivered.” -Adam Kakembo / CMO EmeaWrangler
“They have a real talent, the ability to capture the spirit of time through emotions.” -Hugues Pietrini / CEO France Orangina-Schweppes Group
“FRED & FARID people have a passion for perfection.” -Francis Canet / General Manager, Pierre Fabre China
“I am very lucky to cooperate with FRED & FARID, which has developed extremely well and fast in China.” -ChuanChen / CEO Lily
“FRED & FARID always comes up with very strong insights.” -Christophe Archaimbault / CEO Diesel Greater China & Pacific
“FRED & FARID are amazing brand builders and their ability to combine creative genius and production quality with a brilliant strategic vision on the brands is unique in the advertising world.” -Hugues Pietrini / CEO Stoli Group
“The FRED & FARID team has been great at helping find the equity and nuance in AC hotels, and bringing it to life in beautiful ways. I view them as a partner as we build the brand globally.” -Benoit Racle / CMO AC Hotels
“FRED & FARID are like a roller coaster bringing us excitement with creative ideas.” -Estella Yang / Brand Strategy Porsche China
“The agency is offering this unique capacity of marrying a deep understanding of both western and Chinese cultures.” -Christophe Archaimbault / CEO, Diesel Greater China & Pacific
“They've helped us to take our brand from dusty and old, to alive and connecting with people.” -Adam Kakembo / CMOEmea Wrangler
What does the industry say about FRED & FARID?
“Fred & Farid have a huge talent. They know how to develop a narrative structure from an audacious idea.” -John Hegarty / Stratégies
“Fred & Farid are so talented, it was too good an opportunity to pass up.” - Vincent Bollore / Campaign
“They have a boundless openness to the world that is really infectious.” - Jeff Goodby / Adweek
“XBOX Champagne is one of the best spots I’ve seen all year. Everything about it is great. It should win the Palm.” -David Lubars / Shots
“They have a simpler way of looking at things, of wiping away the marketing drivel that people tend to be caught up in. They have a way of getting past that to thinking in big breathtaking ways about products.” -Jeff Goodby / CR Creative Review
“You cannot find two more dedicated talents than Fred & Farid to push the boundaries of what's possible.” -Rich Silverstein
“There should be more agencies challenging the status quo. FRED & FARID is a good example of a young independent agency that has succeeded brilliantly. But we need 10 or 20 Fred & Farids.” -Sir John Hegarty / Les Echos
“They are terrific and energetic and so different from any of the creative people you could find in the States.” -Jeff Goodby / Adweek
“They are maverick rebels. They are what Daniel Cohn Bendit is to politics, Andy Warhol to painting.” -Jacques Seguela / BFM
“To me, FF stands for Fucking Fantastic.” -Tony Kaye
“The most audacious marketing ideas come from FRED & FARID. They really get the new social media world.” -Academy Awards Director Shekhar Kapur
“They are bold and not afraid to push creatively.” -David LaChapelle
“They are a hip hop agency. Some people are street, some aren’t. They are.” -Rankin
What does the press say about FRED & FARID?
“Their work for Pepsi and Xbox in Europe made them the ad-world’s Spike Jonze.” -New York Magazine
“Fred & Farid are ‘le tout Soho’s’ favorite Gallic creative team.” -Shots
“In just 18 months at BBH, Fred & Farid bagged a host of awards and a reputation as the team to watch in British Advertising.” -CR Creative Review
“Fred & Farid are the two Zidanes of French advertising creation.” - Strategies
“XBOX Champagne is the all-time most viral video for a brand.” -AdAge
“Fred & Farid, the advertising duo, is back to Paris.” -Le Monde
“The already legendary advertising duo.” -Paris Match
“When they came back to France, Fred & Farid generated a press-book usually reserved for living legends. ‘Le Figaro,’ ‘Financial Times,’ ‘Wall Street Journal,’ and the ‘New York Times’ have announced their new agency as a worldwide event. It’s true that this couple is a unique phenomenon.” -Elisabeth Chavelet / Paris Match
“Just 8 months after their arrival, the duo won Orange, the biggest advertising contract of the year, around 200 Millions Euros.” -Olivier Bouchara / Management
“Fred & Farid are world stars of advertising. These two rebellious creatives have just left Publicis to launch their own shop.” -Emmanuel Berretta / Le Point
“If you’re interested in advertising creativity then you’ll be familiar with FRED & FARID. FRED & FARID have a formidable international reputation.” -Independent
“Fred & Farid, a duo who became logo.” -Le Monde
“In just five years, Farid Mokart and Frederic Raillard have succeeded in building an internationally renowned agency that shakes the codes of the advertising world.” -Alexandre Deboute / Le Figaro
“Cannes Lions Grand Prix. Wrangler ad’s sex appeal wins over judges.” - Guardian
“Their agency incarnates a success story in a decreasing market.” - Veronique Richebois / Les Echos
“They could have played in Pulp Fiction, Tarantino’s cult feature. They have won more than 200 international awards. Their agency FRED & FARID, launched only three years ago, has devastated the advertising planet.” - HedwigeChevrillon / BFM
“FRED & FARID have a formidable international reputation.” -Independent
“FRED & FARID made a big bet on China. Paris-based agency found success in Shanghai.” -Advertising Age
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