The Next Normal

Role: Art Director,
Director and Editor.

“Disasters and emergencies do not just throw light on the world as it is. They also rip open the fabric of normality. Through the hole that opens up, we glimpse possibilities of other worlds.” Peter C Baker, The Guardian

After 1945, UNESCO was born of one conviction: the most serious crisis in our history could give birth to a better, more united humanity. This idea is more topical than ever after the global coronavirus crisis, which called into question our priorities, our ways of life and the very functioning of our society. At the same time, new hopes and forms of solidarity were born. But as the world starts to emerge from the pandemic, there is a great temptation to simply forget and return to our former lives: back to normal. It’s the right moment for UNESCO to raise the alarm with a campaign urging us not to forget the lessons learned. The 2.20-minute film doesn’t need complex arguments to do that: just facts. Facts about the world before and during the epidemic. Put together, they lead us to an unsettling conclusion: our “normal” world wasn’t normal at all and we better use this moment to change it.

Client: Unesco
Agency: DDB Paris
Art Director: Mickaël Jacquemin
Copywriter: Benoît Oulhen
Executive Creative Director: Alexander Kalchev
Strategic Planner: Cedric Ledoux

Agency Producer: Quentin Moenne-Loccoz
Account Managers: Olivier Guillerot,
Mathieu Bliguet, Vincent Leorat
Director: Mickaël Jacquemin
Editor: Mickaël Jacquemin
Sound Production: Machine London

Awards

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The Next Normal

Role: Art Director, Director and Editor.

After 1945, UNESCO was born of one conviction: the most serious crisis in our history could give birth to a better, more united humanity. This idea is more topical than ever after the global coronavirus crisis, which called into question our priorities, our ways of life and the very functioning of our society. At the same time, new hopes and forms of solidarity were born. But as the world starts to emerge from the pandemic, there is a great temptation to simply forget and return to our former lives: back to normal. It’s the right moment for UNESCO to raise the alarm with a campaign urging us not to forget the lessons learned. The 2.20-minute film doesn’t need complex arguments to do that: just facts. Facts about the world before and during the epidemic. Put together, they lead us to an unsettling conclusion: our “normal” world wasn’t normal at all and we better use this moment to change it.

Prints

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Client: Unesco | Agency: DDB Paris | Art Director: Mickaël Jacquemin | Copywriter: Benoît Oulhen | Executive Creative Director: Alexander Kalchev | Strategic Planner: Cedric Ledoux | Agency Producer: Quentin Moenne-Loccoz | Account Managers: Olivier Guillerot, Mathieu Bliguet, Vincent Leorat | Director: Mickaël Jacquemin | Editor: Mickaël Jacquemin | Sound Production: Machine London

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