PAULINE KERLEROUX

Coup de bol — iPhone

Client: Apple
Agency: Media Arts Lab London
Creative direction: Pauline Kerleroux, Thomas Gerbeaux
Art direction: Anna Borup, Joe Kibria
Media: TV, Cinema, Snapchat, Youtube, Apple Stores, Partnerships
2019, FR

Awards:
ADC - Branded content/Entertainement (bronze)
VOW - Made by Her Awards (shortlist)
One Show 2020 - selected
The creative Review annual 2019
creativereview.co.uk

One iPhone. One minute. One film.

In the summer of 2019 Apple launched Le Jeune Cinéma (The New Generation of Cinema), a series of one-minute films shot on iPhone by talented young French directors, to show off the capabilities of the iPhone, support the next generation of French filmmakers and inspire anyone with a story to make great films.

Coup de Bol (A Bowlful of Luck), is the first of the series. It tells the story of how a little boy's bad hair day takes an unexpected twist on his first day at school.

With a charming tone and beautiful cinematography, Elsa & Johanna used the iPhone’s camera features in an imaginative way, pushing the boundaries of its capabilities.

Beyond the film we created “Les Secrets du Jeune Cinéma”, where the directors shared their tips, as well as a broad range of assets specifically designed for each platform, ranging from TV and cinema, through to Youtube, Snapchat, retail and the Apple website.

The film was very well received, making 6.7 million views on YouTube (approximately 10% of the French population!) becoming the most successful Apple campaign in France ever.