Carte Musique
Ministère de la Culture / Havas • Advertising
Client: Havas, Ministère de la Culture
Director: Thibaut de Longeville
Thibaut de Longeville was hired by agency Havas to direct a short film and a commercial promoting “Carte Musique”, a national program designed by France’s Ministère de la Culture to encourage legal music downloads.
The concept of the film was to celebrate the joy of discovering and sharing new music, presenting authentic testimonies by recording artists, music enthusiasts and everyday people alike.
The film featured an eclectic cast of musicians, actors, models, friends and tastemakers including Ayo, Brodinski, China Moses, Parade, Liza Manilli, Julie Farenc, Manaré, Victor Aime, Shemss Audat, Jina Djemba, French Lopez and more.
For the soundtrack, 360 Creative recommended the use of an unreleased track by electro / hip hop DJ quartet C2C entitled “Happy”. Timing turned out perfect as the campaign started circulating at the same time C2C’s album, “Tetr4”, was released on indie label On and On Records.
The album (their very first) went N°1 in France upon its release, and was certfied platinum within two months. The contagious “Happy” track significantly contributed to the success of the “Carte Musique” campaign, and C2C went on to win 4 Victoires de la Musique (France’s highest music distinction) that same year.
