SUPER AGENCY Marcel Paris: it all started with hatred Bashny.Net

The meeting of two great creatives, without exaggeration, was far from "love at first sight." Fred & Farid - one of the most famous creative tandems of modern advertising. But at first the guys hated each druga.



Reyllard Frederick was born in 1971 in the French capital. He graduated from the Paris School of Design majoring Concept Research & Creativity. At the same time he taught at the preparatory courses in their high school. Fred was in love with Dada and was crazy about conceptual art. But advertising has started to work on the position of strategist. His first experience in the industry has been associated with the agency Euro RSCG, where he spent four years.

For 5 years before the first cry of Frederick in the same Paris came the cry Farid Mokarta. He was born in 1966. Initially Farid never dreamed of a career in advertising. All his thoughts were associated with a serious science. At the Institute for Political Technologies, he thoroughly studied the international political economy, and after graduation began working at the bank. But Fate had other plans about this guy, and she threw his account at the same branch of Euro RSCG, that Frederick.

The guys on the spirit can not stand each other, we knew all about it at the agency. Can you imagine the shock of colleagues, when one day, Fred invited to your project manager Farid? Since then, and began the history of fruitful cooperation. Pretty soon, they decided to leave their positions and come to grips with creativity. They noted the bright work for Canal +, Galeries Lafayette, PlayStation, Renault and other brands in a variety of the coolest French agency: Euro RSCG, TBWA, BDDP, Publicis, Leo Burnett. The CLM / BBDO, they became the youngest creative directors in France and were soon attracted to all global projects agency (Pepsi Worldwide, Aucland.com Europe, Brandt Europe and Dior USA).



Orangina

Their track record and work on the music video Robbie Williams «Rock DJ», which received a MTV Award in the United States.

The music video drew the attention of headhunters BBH creative and soon the duo began issuing festival works for clients of the agency. The first projects Fred & Farid steel rollers for xBox and European campaign Levi's.





Rollers "Champagne" and "Mosquito" were awarded at the Cannes Lions and their sponsors noticed president of the grand jury that year, Jeff Goodby. He did everything so that the tandem was no possibility to refuse to move to San Francisco and take a working area of ​​Goodby Silverstein & Partners. Thus was born their scandalous print campaign for the sports brand Pony. They worked with the brand for two years, issuing three campaigns that swept across 120 countries.

But the Old World could not accept this loss and this, Fred & Farid again in Europe again, in France, in Paris again. Publicis Group suggested that they create a new international agency Marcel. This name quickly became known to all creatives.

By the way, Fred and Farid can not stand being called creatives. They prefer the designation «storytellers» - rasskazch

iki. The philosophy of the creative tandem based on the fact that we are all consumers and all of us have got quite boring advertising.









"Advertising for a long time to be entertaining as any program on TV. It has become part of pop culture. " Like a mantra they repeat their main impression of the world of advertising: "It's boring. It is boring. It is boring "and do anything to their work differed from the" gray mass ».

Diesel - «Global warming» Diesel raises in its advertising obschestvennovazhnuyu the topic of global warming, but on the other hand, the brand says on this subject is too relaxed and optimistic, even in the spirit of "warmer adapt". Call - is a hallmark of most communications Diesel.

Diesel - Human After AllV technogenic future, Diesel will still remain fools. All the same people. Diesel tells a story that even after hundreds of years in the technogenic future, people will make mistakes.





"Hollywood understands and makes much steeper advertising than we are. Hollywood is slowly but surely becoming the best advertising agency in the world. Remember the movie "Cast Away" with Tom Hanks - is a 90-minute video FedEx, for the view that we are all paid ».

Fred & Farid believe that advertisers are losing "colleagues" from Hollywood everywhere. Even at "home field". No matter how creative people were laid to the same final Super Bowl, they could not beat the glory of the famous episode of a joint statement by Janet Jackson and Justin Timberlake during a break in the final match on the American football. At the end of the speech Timberlake tore off Jackson's costume is one element of a corset, with the result that that bared right breast, lightly covered with a metal ornament. All of this was transmitted on live television. The incident caused unprecedented interest among the audience. All those who somehow missed the scandalous speech, rushed to the Internet in search of lost sight. As a result, the name of Janet Jackson soon became leader of the ranking of most query search engines and portals.

"Let's face it, we suffer defeat after defeat. In advertising as much money to tell incredible stories, and we are the worst of all "storytellers." It is time to change the principles of operation. We must abandon the label "creatives", "copywriter", "art director" or "creative director." These terms are not just obsolete, they are a threat to our business: we are storytellers brands. Our task to tell the most amazing stories of the name brands that pay us. Each print ad - history. Super short, but history. Length in one second, but the story ».

Diesel - Live Fast







All these statements have attracted the attention of Maurice Levy, who gave them the opportunity to build the agency by their rules. Marcel - the only agency in the group run by creative people. Already, there are reputable credit agency brands. Thus, Orange gave them promote their enterprise products.

"When we have the task to develop a global campaign - our goal is not to search for the common denominator of the surface. On the contrary. We aspire deeper and try to find something radically unites human nature. At the heart of the global campaigns should be based on something that will help us better understand ourselves. Bill Bernbach wrote that communication is required to concentrate on the unchanging essence of people, their desire to survive, to achieve admiration of others, love, success ».

"We are extremely confident that Marcel can prevnesti something new on the advertising market. Not least because it is the first international agency, based in Paris. But the city has much to offer the world. Here gigantic development in comparison with London and other European capitals had the film industry. This is one of the four kinogorodov world along with Los Angeles, Mumbai and Hong Kong. We intend to develop and build partnerships with major producers and actors of the industry.

In addition, Paris - a recognized center of fashion, architecture, culture. Here are concentrated many unknown until talent (writers, artists) who deserve to give them a chance to prove himself. France - one of the most dynamic areas of the entertainment TV and TV-innovation. Paris - the leader in the world of animation, video games. Here in greenhouse conditions to develop modern electronic music. French design - is booming all over the world.

The fact that we have a certain French style of work. His problem is that he is too closed, focused only on the domestic market. Marcel intends to take lushche of national culture and transfer it to the international market. We are confident that our proposal will be interesting to many brands ».

via www.marcelparis.com/