After 14 years of MAAF’s recurring “Palace” advertising campaign, Aubert & Storch called on ELEPHANT’s know-how to create a brand new campaign for the insurance company.
MAAF and Aubert & Storch always strive to stray from the beaten track, and with the idea of a revamp of their new advertising campaign in mind, they created a wonderful and wacky world with the insurer’s values at the core. The aim was to highlight the emotional dimension within their promise of ‘Customer Preference’.
As Guillaume Renouil and Hervé du Verne from ELEPHANT put it: “When we can put our production know-how and our creative talents to good use on an ambitious project like that of MAAF and Aubert & Storch, the results are extremely stimulating and powerful.”
To create the 12 films that make up this new campaign, we worked with Sylvain Fusée (known for Canal Plus’s Working Girl and France 2’s PIM: The Parenting Instruction Manual). Fusée is an incredibly meticulous director who can master all the technical aspects as well as the comical aspects that these films demanded. He surrounded himself with a remarkable team that brought this universe, which revisits a particular cinematic genre, alive. This is true both in terms of costume, where the department head was Charlotte David, who worked on ‘OSS 117’ with Jean Dujardin as well as in terms of special effects, the chief designer Pierre Pell worked on ‘The Science of Dreams’ by Michel Gondry.
The films created for this campaign (a teaser of individual episodes) were made not only for TV but also for the cinema and social media outlets. To adapt to the digital world, the campaign was edited to create shorter clips, which were more fun and would pop up on screen and encourage sharing with the intention of going viral.