Non-Traditional
Branded Content
Bronze Winner
APREC
"One Note Against Cancer"
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Corporate Name of Client: APREC
Client Supervisor: Pr. Victor Izrael
Agency Account Directors: Sophie Larrieu/Adrien Susini/
Bastien Chanot/Pierre Henry Briec
Agency: Publicis Conseil, Paris
Chief Creative Officer: Olivier Altmann
Creative Director: Olivier Altmann
Copywriters: Thierry Lebec/Mathieu Degryse
Art Directors: Benedicte Potel/Yves Eric Deboey/Fanny Chevalier
Creative Technologist: Julien Chaillou
Directors: Alice Moitie/Gabriel Malaprade
Producer: Mourad Belkeddar
Digital Production Company: Anonymous, Paris
Technical Director: Nicolas Davi (Anonymous)
Post-Production Company: Prodigious, Paris
Music Composers: Devonte Hynes/Scott Hoffman/Kylie Minogue
Music Performed By: Kylie Minogue
Prodigious Sound Post Production: Frederic Prados
Prodigious TV Producers: Pierre Marcus/Armelle Sudron
Anonymous Digital Art Director: Martin Sylvestre
Anonymous Founder/Creative Director: Marc Guillaumin
Description of the Project:
APREC is a French cancer research association led by Prof. Izrael. A few years ago, Prof. Izrael personally helped Kylie Minogue fight breast cancer. After this personal experience, Kylie Minogue became an APREC ambassador. APREC needed to: 1. Increase international visibility and 2. Raise money for new research lab materials. Our idea for “One Note Against Cancer” was to sell each note of an exclusive track written by Kylie Minogue one by one on eBay. With this idea, and Kylie Minogue as ambassador, we could raise money through Kylie’s fans and create a media buzz in order to increase APREC’s visibility. This idea was relevant for Kylie Minogue as it was based on music. It appealed to her audience because her fans would love to help cancer research and, at the same time, enjoy the benefit of exclusive prizes.