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Top 6: November 28th 2012
The Musee de la Grande Guerre appears with a campaign steeped in history signed by DDB Paris. On the occasion of its first anniversary, the Museum launched a new communications … read morecampaign created by DDB. Developed in 8 visuals based on photographs from the Museum's collection, the campaign covers the different themes of a guided tour of the Museum (including women, families, and colonial troops) whether on the frontline or at the rear.
The Musee de la Grande Guerre in Meaux near Paris was designed not only to house an extraordinary collection, but also to provide a new perspective to the history of the First World War. Each print focuses on the human aspect in order to allow people today, who have not experienced war on the mainland for more than 60 years, to project themselves into an entirely different reality.
The unusually large number of prints does justice to the breadth of the collection the richest in Europe and underlines the amplitude of the view of the conflict, from the frontline to the rear. Because in Meaux, it's not just about human cannon fodder shipped to the frontline, it’s also about the wives sent to the armaments factory for husbands to have what they needed to kill each other. It talks about the Africans called on to die on cold ground far from home; it speaks of the faces mutilated for life and twenty-year-old widows.
The artistic direction itself finds its source in the museum's collection: it actually uses the original glass photographic plates taken even in the trenches, of which the museum has several thousand copies annotated by hand, using double-lens devices for relief photography. Finally, the purified staging of these plates on a white background reflects two aspects of the museum: a century-old collection in a building of very contemporary lines and layout.
Museum partners, RATP Decaux and Clear Channel will be showing the campaign from November 7 on the quays of the Paris Metro as well as on digital event-screens in London. The visuals will also be visible in the main Parisian railway stations and shopping malls around the Museum. A print media plan completes the campaign with publications in the mainstream and specialised press.
read less...Art buyer: Quentin Moenne Loccoz
Account managers: Jean Luc Bravi / Marlene Bertranine / Emilie Van Den Berghe
Client managers:
Museum Director: Michel Rouger
Commercial Director: Lyse Hautecoeur
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