Selectom Telecom gave the agency TP1 other mandates, notably, to produce its first TV campaign as part of sponsorship activities for the Euro Cup TV broadcast this past spring.“Selectcom has been advertising on the radio for years and their jingle helped to build significant awareness for the brand,” notes Pascal Desrosiers, account director, TP1. “As we prepared for the TV campaign, the challenge was respecting this part of their history, while streamlining it to fit the very sleek and modern direction we were now moving towards.”
While working with the production company FH STUDIO & the sound post-production SONART to create a new melody for Selectcom Telecom’s sound branding, creative director Patrick Williams found visual inspiration in the retro feel of Mad Men and Beetlejuice. His intention was to contrast a moody, old-fashioned atmosphere – representing the disorganized, outdated and indifferent image of the traditional telcos –
Director Amélie Couture-Telmosse at Fh-Studio embraced this vision, “I wanted this outdated world we were creating to be very tongue-in-cheek, to walk a fine balance between the kitsch comical and the sleek campaign we were building towards. It was a fun project and I felt completely supported in my ideas.
Ad agency: TP1 Client: Selectcom Telecom Account Director: Pascal Desrosiers Creative Director: Patrick Williams
Production company: Fh-Studio ( fhstudio.com) Producer: Faïçal Hajji Production coordinator: Élodie Lamure Production director: Faiçal Hajji Production assistant: Farzana Asgaraly Director: Amélie couture-Telmosse ( fh-studio ) Cinematographer: Olivier Laberge Photo Assistant: Guillaume sabourin Lighting / Gripping: Richard Gravel Soundman: Dominique chartrand Artistic Director: JF-Clement AD Assistant: Frédérique Cournoyer Lessard Video Editing: Dominic Pare Color correction: Charles Boileau ( Post-Modern )