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  • HonorSilver
  • Advertising
  • SectionCraft
  • CategoryCinematography
  • Title37 Days
  • ClientAtlantic Group
  • AgencyLeo Burnett France
  • CountryFrance
  • Executive Creative DirectorXavier Beauregard
  • Creative DirectorXavier Beauregard
  • Senior Art DirectorJérome Gonfond
  • Art DirectorJérome Gonfond, Thomas Czarnecki
  • CopywriterHadi Hassan-Helou, Christophe Corsand
  • DesignerJean-François Campeau
  • Director of PhotographyOlivier Staub
  • PhotographerOlivier Agostini
  • Production CompanyLA CAVALERIE (CANADA), QUAD (FRANCE)
  • DirectorOlivier Staub
  • ProducerMichel David, François Brun
  • Line ProducerVlad Doclin, Delphine Bellonnet
  • Sound DesignKouz Production
  • Music/ComposerKouz Production
  • Project ManagerVeronique Khayat
  • Account DirectorRegis Perrone

37 Days

Multiple Honors

To show how important heat is for life, we set up an experiment to give birth to life in a hostile environment. We built a cube divided into two sections heated by two electric heaters. In each section: hibernating life forms, and blocks of ice positioned in order to irrigate the growing vegetation as they melt. The cube was brought to British Columbia, at 2400 meters above sea level in temperatures as low as -30° Celsius. In 37 days, thanks to continuous and accurate temperature monitoring, this ephemeral installation managed to give birth to many flowers in an environment hostile to any kind of plant life. The goal of the campaign was to help the retailers to see electric heating and its French leader, the Atlantic Group, in a new light by reminding everyone of a simple truth: that heat is life.

Also Won:
Silver in Motion: Cinematography
Silver in Motion: Art Direction
Merit in Advertising: Craft (Press & Broadcast) / Art Direction