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French Film Festival tempts audiences with tantalizing ads and radio spots

24 November, 2016

French Film Festival - Singapore

SINGAPORE — French Embassy and Institut Français of Singapore experimented with new forms of communication with its discerning audience of film buffs in a recent collaboration with Ogilvy & Mather that saw advertising being used to promote the French Film Festival for the first time in the event’s long history in Singapore.

From the 10th to 20th November 2016, the festival showcased, through 18 movies, the culturally rich, creative and constantly renewed French cinematic tradition at theaters across Singapore.

To create awareness of the French Film Festival amongst as broad a spectrum of Singaporeans as possible, and to entice audiences to attend, O&M created an integrated campaign encompassing a new visual identity and logo, website, movie trailer, long form ads in the form of 12-sheet posters that were displayed around Singapore, magazine placements, radio spots, POS and PR.

“We were intrigued by Ogilvy’s ideas and found the work to be especially appropriate as the spots conveyed the charm and imaginative quality of French films while the posters in particular are especially arresting and innovative. As a whole, the campaign really set the tone for our films which are a world away from the Hollywood blockbusters that most people are used to seeing. It was exciting to see how this new approach to our communications helped to attract a much larger, more diverse audience to our events,” said Guillaume Duchemin, Regional Audiovisual Attaché for South-East Asia, French Embassy of Singapore.

O&M will continue to promote French films in 2017 through a partnership with independent cinema and creative platform The Projector which screens French films every Sunday.

See the trailer and visit the Festival website at


Project title: French Film Festival 2016
Client: French Embassy and Institut Français of Singapore
Creative Agency: Ogilvy & Mather Singapore
Chief Creative Officer: Eugene Cheong
Executive Creative Director: Nicolas Courant
Account Management: Carole Domange
Creative Director: Axel Grimald
Senior Art Director: David Stevanov
Senior Copywriter: Malcolm Pryce, Aritra Dutta, Sridhar Gopalratnam
Art Director: Jonglin Foo
Agency Producer: Alvin Chin
Production House: H&O (Alexis Lefort), Eardrum
Exposure: Print/ OOH/ Radio/ Digital and Social

Sarah Guldin
Ogilvy & Mather Singapore
Direct: +65 6213 6961
Office: +65 6213 7899

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