Olivier Dion — Rendez-vous
Client:
OLIVIER DION
Creative Direction
Campaign
Olivier Dion — Rendez-vous
Client:
OLIVIER DION
Creative Direction
Campaign
About the project
Olivier Dion established his reputation in the francophone world through major television hits like Star Académie and Danse avec les stars. His tenure as the lead in the musical production Les Trois Mousquetaires further solidified his status across France and Quebec. We were commissioned to produce the official music video for his new single Rendez-vous and orchestrate a launch strategy. Our objective was to leverage his established fame while shattering the polished image of his past to reintroduce him as an unpredictable and autonomous artist.
Olivier Dion established his reputation in the francophone world through major television hits like Star Académie and Danse avec les stars. His tenure as the lead in the musical production Les Trois Mousquetaires further solidified his status across France and Quebec. We were commissioned to produce the official music video for his new single Rendez-vous and orchestrate a launch strategy. Our objective was to leverage his established fame while shattering the polished image of his past to reintroduce him as an unpredictable and autonomous artist.
Olivier Dion established his reputation in the francophone world through major television hits like Star Académie and Danse avec les stars. His tenure as the lead in the musical production Les Trois Mousquetaires further solidified his status across France and Quebec. We were commissioned to produce the official music video for his new single Rendez-vous and orchestrate a launch strategy. Our objective was to leverage his established fame while shattering the polished image of his past to reintroduce him as an unpredictable and autonomous artist.
THE APPROACH
We architected a narrative experiment centered on the perceived vulnerability of public figures and the magnetic pull of digital voyeurism. The strategy involved staging the loss of the artist’s personal device which was subsequently recovered by an apparent stranger who took over his social media channels. She engaged the audience through a series of preorganized posts and a livestream featuring interactions with public figures Arnaud Soly, Rachid Badouri, Lysandre Nadeau and Rafaelle Roy. At the moment of peak engagement the broadcast dissolved directly into the music video which opened with an unlocking phone interface to seamlessly bridge the live stunt with the music video.
We architected a narrative experiment centered on the perceived vulnerability of public figures and the magnetic pull of digital voyeurism. The strategy involved staging the loss of the artist’s personal device which was subsequently recovered by an apparent stranger who took over his social media channels. She engaged the audience through a series of preorganized posts and a livestream featuring interactions with public figures Arnaud Soly, Rachid Badouri, Lysandre Nadeau and Rafaelle Roy. At the moment of peak engagement the broadcast dissolved directly into the music video which opened with an unlocking phone interface to seamlessly bridge the live stunt with the music video.
We architected a narrative experiment centered on the perceived vulnerability of public figures and the magnetic pull of digital voyeurism. The strategy involved staging the loss of the artist’s personal device which was subsequently recovered by an apparent stranger who took over his social media channels. She engaged the audience through a series of preorganized posts and a livestream featuring interactions with public figures Arnaud Soly, Rachid Badouri, Lysandre Nadeau and Rafaelle Roy. At the moment of peak engagement the broadcast dissolved directly into the music video which opened with an unlocking phone interface to seamlessly bridge the live stunt with the music video.
The Result
The campaign achieved nearly seven million impressions entirely through organic reach and without the support of a paid media budget. This calculated disruption ignited a widespread cultural conversation throughout Quebec and generated a multitude of press articles and media appearances for the artist. The operation proved that narrative ingenuity can command the digital stage more effectively than standard advertising. It transformed a single release into a shared cultural moment and validated the artist as a bold creative force capable of reinventing his connection with the audience.
The campaign achieved nearly seven million impressions entirely through organic reach and without the support of a paid media budget. This calculated disruption ignited a widespread cultural conversation throughout Quebec and generated a multitude of press articles and media appearances for the artist. The operation proved that narrative ingenuity can command the digital stage more effectively than standard advertising. It transformed a single release into a shared cultural moment and validated the artist as a bold creative force capable of reinventing his connection with the audience.
The campaign achieved nearly seven million impressions entirely through organic reach and without the support of a paid media budget. This calculated disruption ignited a widespread cultural conversation throughout Quebec and generated a multitude of press articles and media appearances for the artist. The operation proved that narrative ingenuity can command the digital stage more effectively than standard advertising. It transformed a single release into a shared cultural moment and validated the artist as a bold creative force capable of reinventing his connection with the audience.
Creative Direction
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Art Direction
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Production
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Account Director
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Paul Barbin
Manar Elakhal
Sud-Ouest Productions
Tai Phan
