Claire

Leveraging AI technology as a means to trigger human interactions

Published On
Sep 17, 2019

Description

In June 2018, we launched the Amazon Echo smart speaker in France via a TV film.

At a time when togetherness has become a major challenge for our societies, technology suffers from a negative image: something that separates us rather than brings us closer. But Amazon Echo’s vocation -via the Alexa artificial intelligence- is to gather and reconnect families through technology, keeping your hands and eyes free. We needed to present Amazon as a connected brand that connects people, responds to their needs, and introducing Amazon Echo with a campaign that goes beyond a product demo.

In France where the subject of homosexuality is still being debated, coming out is an important step for every young homosexual. It’s often difficult to find the right words for their family and friends.

The music at the end of this film is the well-known hit song from 1967 : « J’aime les Filles » from Jacques Dutronc. On this popular song, the singer claims his love to every girl on earth. The very macho undertones of the lyrics become interesting when played by a girl in the context of a coming out, stressing on the universality of love.

Credits

Date
Sep 17, 2019
Agency :
FRED & FARID
Advertiser :
Amazon
Executive Creative Director :
Olivier Lefebvre
Copywriter :
Gauthier Lempereur
Art Director :
Lise Lenoir
Agency Producer :
Seydi Bayrak
Managing Director :
Lionel Benbassat
Client Director :
Milia Yalioua
Film Director :
Xavier Giannoli
Production Company :
La Pac Paris
Director of Photography :
Yorick Le Saux
Editor :
Anne-Sophie Bion
Executive Producer :
Delphine Guerin

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