| Titel | AmouRugby |
| Agentur | FRED & FARID |
| Kampagne | Love Of Rugby |
| Werbende | Boursorama |
| Marke | Société Générale |
| Posted | November 2012 |
| Geschäftsbereich | Firmens-/Institutionnelle Kommunikation |
| Story | French rugby players are more than athletes. They're national heroes contributing to a legendary story of abnegation, sacrifice and honour. That's why when SG, the leading French bank, celebrated their 25 years of rugby sponsorship, they asked us to do something that would fuel this legend. Our strategy was simple: tap into rugby fans' wildest fantasies to bring them a gift they won't forget. First, we gathered the most iconic French rugby players of the last 25 years for a historical photo shoot. But then we did something fans wouldn't even dare to imagine. We invited them to spend a few seconds with this fantasy team, in the sacred intimacy of a locker room. Of course, we couldn't bring them physically in, so we designed a technological shortcut. By simply scanning our print ads with their smartphones, fans would immediately be transported in the locker room, and able to navigate around as if they were holding the camera themselves. This first video-augmented photography allowed everyone to get a closer look at their idol - and live a little bit of the legend themselves - courtesy of the most dedicated rugby fan of all: Societe Generale. Fans loved it and talked about it so much that it made us wonder: who says fantasies are not meant to be acted on? |
| Medientyp | Interaktiv |
| Produktion | unit9 |
| Art Buyer | Carmela Guiragossian |
| Kundenbetreuer | Pierre Guengant |
| Kundenbetreuer | Aurélie Sandler |
| Kundenbetreuer | Emmanuel Ferry |
| Leiter Kundenkontakt | Raphael Niemi |
| Leiter Kundenkontakt | Mathilde Bourla |
| Leiter Kundenkontakt | Nicolas Mathias |
| Leiter Kundenkontakt | Alain Cazes |
| Art Director | Romain Lehur |
| Art Director | Laurent Toth |
| Art Director | Pauline Soler |
| Art Director | Pierrick Jegou |
| Texter | Pierrick Jegou |
| Creative Director | Farid Mokart |
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