Fred & Farid , French creative team whom has made their career in the UK and US and has won 300 international awards. (FWA, Lovie Awards, Webby Awards, Clio, Epica, New York Festival, Eurobest, Creative circle, London International Awards, World Luxury Awards, MTV Awards, D&AD, Andy’s, Cannes Lions and the Grand Prix en 2009). They have built an independent communication group in Paris with 5 agencies (2 traditional agencies: FF Paris and Hello Sunshine ; 3 digital agencies : Kids Love Jetlag, Furious Monkeys et Eddi&Son) and the webzine BCKSTG.
- What is your current view on advertising ?
Advertising doesn’t exist anymore, today it’s all about storytelling. It’s a gigantic global competition to create the most engaging and powerful story. The stories now are all cross media, they don’t entail the dichotomous choice between offline and online, they make the different media work in synergie.
The dominating model which succeeds advertising is Brand Conversation ; the issue for each brand is to define a legitimate and ownable subject of conversation.
- Can you tell us about any important projects you have carried out?
This year we’ve created the new Martini platform « Luck is an attitude », an international platform, initiated from one of our digital agencies Kids Love Jetlag. They have came up with the idea of the Kisser Casting which has made the Martini Facebook page go from 167 000 to 918 340 fans and engaged more than 4000 people whom sent their video to participate in the casting.
A Young actor Yuri Buzzi won the talent selection and became the actor of the new Martini « Luck is an attitude » film directed by Peter Twaithes (Gorgeous, London). Since the casting Yuri’s career has exploded in Italy. It’s a modern story because it’s a real story which anchors the platform « Luck is an attitude » in reality and not just in simple advertising fiction.
- Why did you choose to be a partner of the Fubiz Awards- Ads Category ?
Fubiz is one of our favourite webzines. We like Romain Colin and his team’s work ; we’d like to be the first to support them in this new Fubiz Awards adventure.
- What are the future projects for your agency in 2012 ?
The FRED & FARID Group now already has 5 agencies ; we’re currently working to launch 5 new agencies and are developing FRED & FARID Group internationally.
More info in the online press review : http://www.fredfarid.com/#/press
