April 2020 – Herezie
The COVID-19 pandemic has forced brands and agencies to adapt their organisational and communications strategies. Such is the case for Free, the second largest telecommunications company in France, who, during the lockdown, launched the TV campaign “Neighbors”. The campaign, made up of four films (only created from photos!) and directly inspired by current events, is a literal zoom into four French cities: Caen, Bordeaux, Marseille and Paris. Each film contains a series of dialogues between neighbours, all taking place from their respective windows or balconies. No promotional messages or terms & conditions. Instead, the campaign emphasizes the lockdown message and the way Free enables people to connect with each other during this period. The well-known tagline was also adapted for the occasion: “Free. they stay home, they stay smart.” (Ils restent chez eux, ils ont tout compris).
