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So Frenchy So Chic

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— Creative direction
— Brand identity
— Graphic Design
— Wayfinding
— Copywriting
— Album covers
— Music videos
— Billboards
— Wine labels
— Photography
— Videography
— Editing
— Animation
— Full Suite Marketing
— Website Design
— Website Development
— Email Marketing

So Frenchy So Chic is a day festival that brings the best of French culture — food, wine & music — to Melbourne and Sydney in a huge garden party that takes place in the gardens of Werribee Mansion and Bicentennial Park, Glebe.

Each year, thousands of guests flood in with picnic rugs and sun hats to nibble gourmet French food, sip real Champagne and watch French artists perform the best of French music past and present. You can see where the name comes from!

We've been working with SFSC and title partner, Renault, for the past 3 years. Each summer comes with a completely new direction, offering and subsequent set of challenges to overcome. The latest? Running (and selling out) a festival in the midst of a global pandemic.

The 2022 campaign involved a huge, coordinated effort to reach audiences in both Melbourne and Sydney, allaying fears around Covid and focusing on the spacious, open-air settings of both venues. The strategy required an abrupt messaging change halfway through to adapt to the arrival of the Omicron variant, changing from “Come dance with us” to “We’re Covid-safe”. We approached this strategy by focusing on the picnic angle of the festival.

2022 also saw the launch of Yé-Yé 2.0, a project initiated by founder Jean-Francois Ponthieux (affectionately known as “JF”) to revive a selection of popular hits from the 1960s musical era known as Yé-Yé, when British and American rock influenced French youth and a new genre was born. 

JF recruited a selection of Australia’s finest female artists including Tina Arena, Nadéah, Ali Barter and Montaigne to choose a song from the era and record their own interpretation to go into a series of EPs on Spotify and Apple Music. We created many album covers, music videos and social media carousels to promote this project.

Branding, Concept Generation, Identity, Direction, Cinematography, Ads, Physical Touchpoints, Wayfinding, Album Covers, Music Videos, Social Media, EDMs, Billboards, Wine Labels.

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