Once again, the MGEN trusted the agency to imagine its new TV campaign, with a major challenge: to make a documentary in a 30 » advertising format with real members who testify to their MGEN foresight experience.
So, films without script, without storyboard… and without actors. A technical and human challenge that required more than 6 months of work in unusual conditions… for a result we are really proud of.
In total break with the usual advertising mechanics, these films are real portraits of members who share with modesty and courage the reality of their often-difficult everyday life, highlighting the precious help of the MGEN.The challenge of these films is to remain faithful to the history and personality of these members while conveying a clear and differentiating advertising message: « a mutual insurance company that includes foresight changes life ».
Strategy: Nicolas Papuchon
Creation: Loïc Quillien
Claire Lajeunie: A benevolent eye, as close as possible to reality
True to its collaborative model, the agency has associated a creative team for its advertising eye (Vincent Boudgourd in art direction and Nicolas Martinez in copywriting), with documentary filmmaker Claire Lajeunie. The meeting of these two expertises made it possible to convey strong and true emotions in a short 30-second format. After having directed more than 30 films for magazines such as Le monde en face, Des racines et des ailes or Envoyé spécial, Claire marked the project by her desire to tell sincere stories, creating a climate of trust that allowed each member to express themselves serenely and freely.