Les Revenants ont rendez-vous avec Jacques Séguéla
Les Revenants, a new creative team, needed to establish their unique identity and generate industry buzz, particularly after receiving shortlists but no awards at the Club des DA. They aimed to showcase their audacious spirit to advertising professionals and potential clients.
Creative Idea
A creative team "stole" an award from a legend to highlight their audacious ambition.
A creative team, "Les Revenants," humorously staged a "heist" to "steal" an award from advertising legend Jacques Séguéla after failing to win one themselves, cleverly showcasing their audacious spirit and determination to make their mark in the industry.
Selling Trophies on Le Bon Coin to Save Advertising
A Legend in the Negotiating Chair
The centerpiece of the campaign features Jacques Séguéla, the legendary co-founder of RSCG (now Havas), playing a self-deprecating version of himself. Filmed inside his actual office at Havas Paris, the veteran publicist allowed the duo to "reclaim" the iconic "Boules" trophies from the Club des Directeurs Artistiques. The stunt reached a comedic peak when Séguéla, surrounded by his lifetime of accolades, jokingly demanded a 10% commission on any resale of the awards.
From Craigslist to the Creative Department
To prove that "ideas are worth more than trophies," Julien Rotterman and Jeff Clément took the satire a step further by listing the stolen awards on Le Bon Coin, the French equivalent of Craigslist. The live listing became a secondary viral sensation, with the industry sharing the humorous product descriptions as much as the video itself. This bold critique of "awards culture" served a strategic purpose: it positioned the duo as senior creatives who remained relevant in a youth-obsessed digital market.
The Resurrection of the Seniors
The name Les Revenants was a calculated nod to the hit Canal+ series about the dead returning to their village, mirroring the duo’s own "resurrection" after leaving the industry in 2007. The gamble on self-mockery paid off immediately. Beyond the viral coverage in Adweek and Strategies, the campaign achieved its primary recruitment goal. By late 2014, the duo was hired by the Parisian agency Dare.Win, proving that a well-executed stunt could bypass traditional headhunting.
Creative Strategy Deconstructed
Company
Les Revenants could credibly deliver audacious, unconventional creative ideas and a rebellious brand persona.
Category
The advertising industry typically celebrates success through formal award ceremonies, valuing traditional recognition and established figures.
Customer
Aspiring creatives and industry insiders appreciated humor, defiance, and a fresh, memorable approach to self-promotion.
Culture
A culture valuing viral content, self-promotion, and challenging authority figures made this playful, rebellious act resonate widely.
Company
Les Revenants could credibly deliver audacious, unconventional creative ideas and a rebellious brand persona.
Category
The advertising industry typically celebrates success through formal award ceremonies, valuing traditional recognition and established figures.
Strategy:
Leverage perceived failure and audacious action to establish a memorable, rebellious brand identity within the industry.
Customer
Aspiring creatives and industry insiders appreciated humor, defiance, and a fresh, memorable approach to self-promotion.
Culture
A culture valuing viral content, self-promotion, and challenging authority figures made this playful, rebellious act resonate widely.
Strategy:
Leverage perceived failure and audacious action to establish a memorable, rebellious brand identity within the industry.
Results
The campaign achieved 3 shortlists at the Club des DA 2014, but ultimately secured 0 boule (no awards/trophies) for those shortlists. The campaign itself is a meta-commentary on the absurdity of competing for these 'boules'.
3
shortlists at Club des DA 2014
0
boules (trophies) won
Strategy Technique
Turn Weakness Into Strength
"Les Revenants" turned their failure to win awards into a strength by humorously "stealing" one. This audacious act redefined their narrative, showcasing their determination despite initial setbacks.
Explore Technique
Creative Technique
Prank
The campaign staged a humorous "theft" of an award from a renowned advertising figure. This playful, unexpected act generated buzz and positioned "Les Revenants" as audacious newcomers.
Explore Technique
Craft Breakdown
The campaign's craft excels in its self-aware comedic storytelling, masterfully brought to life through sharp dialogue, compelling performances, and precise visual pacing within a meticulously designed corporate setting.
The dialogue is the engine of the humor and irony, with phrases like '50 for one?' and 'pas de petit bénef dans la vie' perfectly conveying the campaign's self-deprecating and satirical tone.
The comedic timing and nuanced expressions of both actors, particularly the executive's initial stoicism and later frantic panic, are essential for the narrative's effectiveness and humor.
The skillful cuts and pacing, transitioning from deliberate conversation to a frantic chase, expertly build comedic tension and enhance the narrative's humorous arc.
The realistic and aspirational agency environment, complete with numerous awards as key props, meticulously sets the stage for the corporate satire and grounds the absurd premise.
The comedic brilliance of the campaign arises from the seamless integration of witty dialogue, expressive acting, and dynamic editing, all set within a perfectly crafted corporate backdrop.
